Product Design

The Funky, Unique Nutella Jars That Took Over Italy

June  2, 2017

Earlier this year, Milan-based design agency Ogilvy & Mather partnered with Nutella manufacturer Ferrero to unveil its “Nutella Unica” jars. The agency created an algorithm that generated 7 million unique permutations of Nutella jars, from an assemblage of various patterns and colors. Ferrero sold these jars in Italy throughout the month of February; they sold out within a month.

These cosmetic alterations add character to the otherwise straightforward, lily-white Nutella packaging. Some look like Lilly Pulitzer designs; others are more kaleidoscopic. Due to the success of the campaign in Italy, Ogilvy & Mather and Ferrero have decided to sell these jars elsewhere in continental Europe, beginning with France.

No word on whether these jars will hit the States, I’m afraid, for the foreseeable future. A shame. I could stare at this packaging for days.

See what other Food52 readers are saying.

  • garlic&lemon
  • judy
  • Whiteantlers
Mayukh Sen is a James Beard Award-winning food and culture writer in New York. His writing has appeared in the New York Times, the New Yorker, Bon Appetit, and elsewhere. He won a 2018 James Beard Award in Journalism for his profile of Princess Pamela published on Food52.


garlic&lemon June 2, 2017
I believe the name of the campaign is "Nutella Unica", meaning unique.
judy June 2, 2017
Sadly, the version of Nutella available for purchase in the US is not the same formula as that sold in Europe. We used to get it here, but somehow it changed. Too bad. I no longer eat the stuff.....
Whiteantlers June 2, 2017
Why do you suppose that is? Nivea skin cream has their original, excellent version available in Europe while an inferior version is sold in the U.S.
Whiteantlers June 2, 2017
The snazzy jars will probably turn up on Italian Ebay for inflated prices.