There is a new product by Nutella that has been making waves lately. These are Nutella Cookies, the new proposal from Ferrero which made its debut in France and which is already arousing curiosity beyond the French borders.
The reason is quite simple: while beyond the Alps the new biscuits have already entered large-scale distribution and can be purchased normally, in Italy they cannot. And so, for those who want to taste them without waiting, the only way seems to be to turn to online platforms or look for some retailer who has imported them.
But before talking about the price difference and the particular situation that has arisen in our country, it is worth understanding what is new about this product and above all what consumers will find inside that package. Because Nutella Cookies are not simply a new version of the already well-known Nutella Biscuits.
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How are the new Nutella Cookies and what is happening in Italy
Let’s forget for a moment the Nutella Biscuits that we now know well. The new Cookies are a different product, designed to enter the cookie-style biscuit segment.
The package contains 7 biscuits for a total weight of 196 grams. Each piece is individually wrapped and combines a crumbly dough with cocoa nuggets and a creamy Nutella filling. In short, the promise is that of a biscuit that brings together two elements already loved by the public: the chocolate cookie and the most famous hazelnut cream in the world.
And it is precisely the curiosity surrounding the novelty that is contributing to creating a rather curious – not to say absurd – situation on the Italian market.
As we were already saying, the debut took place in France, where Nutella Cookies entered many supermarkets. The recommended price for the 196 gram pack is 3.49 euros but the price can vary between the various points of sale: for example, Carrefour offers them for 3.49 euros, while on Monoprix the same pack is sold for 3.79 euros. Translated in terms of price per kilo, we are therefore around 18-19 euros/kg.
It’s certainly not a cheap cookie, but that’s the retail price of the product in the country where it was launched.
And in Italy? Here comes the surprise. Nutella Cookies are not yet officially available in large-scale Italian distribution and Ferrero has not communicated a precise date for their possible debut in our country. However, those who don’t want to wait can already come across the product on online sales platforms, through imports and retailers who purchase the product abroad.
And this is where the price can become decidedly higher. Some advertisements found on Italian platforms actually offer a package for 9-10 euros, therefore at a price that is almost triple that charged in French supermarkets.
The Ferrero strategy
Behind what might seem like simply yet another new Nutella brand product there is actually an important investment. Ferrero has announced 30 million euros of investments in the Nieppe plant, in France, also intended for the construction of a new production line for Nutella Cookies.
The new Cookies are part of a path that Ferrero has been pursuing for years. Nutella is no longer just the cream to spread on bread. The brand has been progressively transformed into a universe of different products: from Nutella Biscuits to ice cream, through crêpes and other specialties that use the name and flavor of the most famous spreadable cream in the world.
The logic is quite clear: take an already very strong brand and bring it to different moments of consumption. Breakfast can thus become an opportunity to eat a Nutella biscuit, a snack to choose a crepe and in the summer to buy an ice cream. The name remains the same, but the product we find on the shelves changes. Nutella Cookies represent another step in this direction.
But when will they arrive in Italy?
It is probably the question that interests Italian consumers most. At the moment, however, there is no official date to mark on the calendar. Ferrero has not announced the arrival of these biscuits in Italian supermarkets.
For now, therefore, those who want to taste the new Nutella Cookies can easily find them in France or search for them online, keeping in mind, however, that the price can be decidedly higher than that charged in large French retailers.
Sources: Ferrero
