Nutella's Unique Jar Is Partly Why It's So Successful
Nothing is stronger than the cult following behind Nutella. The irresistible hazelnut spread is so highly favored, Nutella makes enough jars of it to circle the Earth nearly two times every year. This late-night snack doubles as a coveted ingredient in many professional kitchens — really, and some chefs even prefer the Italian version over the American one — and is such a favored ingredient to keep at home that riots have broken out over sales of the spread. No matter where you stand, there's no denying the impact Nutella has on anyone with a sweet tooth.
Nutella is versatile: It has inspired a line of decadent snacks, an endless supply of recipes, and even the original Nutella Cafe in Chicago. It's also addictive due to its pleasure-inducing ingredients (read: lots of sugar, fat, and chocolate) that make for a scientifically backed irresistible treat. Indeed, combining hazelnuts, chocolate, and sugar should be enough to convince anyone of Nutella's imminent success, but the recipe isn't the only reason why the spread is so successful.
Customers have always loved Nutella
Nutella was a hit from start, starting with its introduction in 1964. Following the second World War, cocoa was tough to find. In Piedmont, Italy, though, hazelnuts were plentiful. The local Ferrero brand decided to use this fact to its advantage, creating a sweet hazelnut spread — ever so slightly darkened with cocoa — to satisfy people's cravings for chocolate. This eventually became Nutella, and shoppers responded right away.
Throughout the years, Nutella has evolved past its origins as a simple topping for a slice of bread, making its way into kitchens across the globe. Its international influence has inspired no shortage of recipes that call specifically for Nutella — and not the many other chocolate-hazelnut spreads on the market. How did the brand foster such a loyal following? Reportedly, it all comes down to aesthetics: Nutella's higher-ups made sure that its jar would have a distinctive appearance on grocery store shelves.
Nutella's unique jar wards off copycats
According to Delish, the iconic Nutella jar known as the "Pelikan" was inspired by the container's likeness to an old-fashioned inkwell. Unlike taller, narrower jars and cans, this wide-mouth shape allows you to easily scrape out every nook and cranny of the container — without trapping your hand inside. This functionality isn't the only reason why the shape was chosen. Ferrero suspected that other manufacturers would try to capitalize on Nutella's success, so this non-average jar would differentiate it from any competitors. Even the combination of plastic and glass was intentional. "Consumer Culture" author Roberta Sassatelli told BBC that the glass jar's shape has a "traditional and luxurious" appearance, while its plastic cap signifies the "modern, cheap and functional" product inside.
Even today, this highly thought-out decision stands. From the .88-ounce glass jars at your hotel breakfast buffet to the 6.6-pound tubs at Costco, you can be sure to find your Nutella in its classic jar. In remembrance of history, twist it open for a sweet grilled cheese.