Nutella spreads from store shelves into e-commerce territory

SOMERSET, N.J. — The Nutella brand is trying its hand at e-commerce with the launch of the Nutella Boutique, which will offer branded apparel and accessories.  

T-shirts, messenger bags that hold up to nine jars of Nutella — or a laptop — and Nutella spreaders are among the product offerings available on the e-commerce site. 

"The passion our fans have for Nutella is unlike any other. They are constantly requesting access to branded merchandise, and we're happy to finally offer them the opportunity to show their love for the brand outside of the kitchen," said Noah Szporn, category manager for the Nutella brand at Ferrero U.S.A. "We look forward to continuing to fulfill their love and passion for Nutella."

Nutella Boutique has launched just in time for the back-to-school season and is looking to tap into that market by offering T-shirts for $12, phone cases for $6.50 and messenger bags for $16 — all of which is marketable to students of practically any age. 

Nutella is a hazelnut spread made with hazelnuts, skim milk and a hint of cocoa. It has no artificial colors or preservatives and can be found in grocery stores, warehouse clubs and mass merchandisers, typically near the peanut butter and sweet spreads section.