It certainly didn't need a World Day to be further celebrated, being already an international icon: World Nutella Day was invented in 2007 by the Italian-American blogger Sara Rosso and falls every year on February 5th. This year falls on the occasion of the 55th anniversary of the first jar that came out of the historic factory in Alba, in Piedmont: it was April 1964 and within a few years Nutella would become the most famous hazelnut cream in the world, even allowing itself a unforgettable appearance in the cinema, in the film Bianca by Nanni Moretti. The one produced in 64 was the first cream officially called Nutella, but the forerunner, Supercrema, was born in 1946, immediately after the Liberation, in the same year in which Pietro Ferrero founded the company which today is an international holding that produces in 11 factories around the world.
Nutella today is a real myth: not only a brand of those that boast infinite (and sometimes unsuccessful) imitation attempts, but above all a product that never tires, still consumed by children and adults all over the planet . Overall, 400.000 tons have already been consumed since Nutella existed: the weight of all the jars produced is equal to the Empire State Building in New York. Whether it is used to fill some sweets, or spread on a crepe, or simply eaten by the spoonful directly from the jar, Nutella after decades still holds 70% of the market share in its sector, that of spreadable creams. It has also resisted the high-quality made in Italy creams thanks above all to the price: from around 7-11 euros/kg of "industrial" cream, the cost of artisanal ones can fluctuate between 30 and 60 euros.
Since mid-January, however, Ferrero has had a new and very insidious competitor: Barilla has finally put it on all the shelves of large-scale distribution the long-awaited Pan di Stelle cream, inspired by the now iconic biscuit, and which – in intentions and ingredients – would like to challenge Alba's competitor. This is yet another derby made in Italy, to conquer the palates of the whole world.
