Nutella’s First New Flavour in 60 Years?

After over six decades of sticking to its signature recipe, Nutella announced last May (2025) a new flavour.

Peanut.

Yes, really — peanut. Not peanut butter, not chocolate-peanut swirl, just... peanut. It’s the brand’s first new U.S. flavour in 61 years, and it’s already being met with a collective shrug.

Nutella, for the uninitiated, is a beloved chocolate-hazelnut spread that’s been a staple in pantries worldwide since it was introduced in the 1960s.

While Ferrero, Nutella’s parent company, has released limited-edition flavours in Europe over the years, this is the first time North American shelves will see something new — if we can call it that.

A Slow (and Mild) Burn

Even more baffling? The peanut version hits shelves until spring 2026; so NOW.

One can’t help but feel this was a missed opportunity. With global flavours and culinary trends exploding in recent years — matcha, salted caramel, chai, coconut cream — a peanut addition feels like the safest choice. It’s as if someone at Ferrero said, “Let’s innovate… but not too much.”

RELATED: Nutella Boards Are A Thing Now!

Playing It Safe in a Bold New World

This announcement raises an interesting question: Are iconic brands afraid to mess with success, or are they simply out of fresh ideas?

Nutella’s original flavour is undeniably popular, but when you finally decide to break a 60-year streak, expectations are understandably high.

Noah Szporn, Senior Vice President of Spreads, Ferrero North America said, “Nutella Peanut delivers the same creamy experience fans know and love, now blended with the irresistible taste of roasted peanuts. Our fans have been asking for this for years. We heard them, and afternoon snack time will never be the same.”