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Saturday, May 24, 2014

Nutella: How the world went nuts for a hazelnut spread

17 May 2014

Nutella: How the world went nuts for a hazelnut spread

By Dany Mitzman
Bologna




Nutella, the nutty chocolate spread, is turning 50. Last year some 365 million kilos was consumed - roughly the weight of the Empire State Building - in 160 countries around the world. Half a century ago, in a small town in northern Italy, this would have been unimaginable.

In the hungry months after the end of World War Two, a young confectioner has a vision - of an affordable luxury made of a small amount of cocoa and lots of hazelnuts. His name: Pietro Ferrero.

"My grandfather lived to find this formula. He was completely obsessed by it," says the current boss of the family business, Giovanni Ferrero. "He woke up my grandmother at midnight - she was sleeping - and he made her taste it with spoons, asking, 'How was it?' and 'What do you think?'" (....)

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