Nutella-McDonald’s agreement for the new McCrunchy Bread

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An industrial phenomenon even before marketing, that of Nutella, which has millions of fans all over the world and can boast a day dedicated to celebrating it, on February 5, in fact. Produced in 11 factories, two of which in Italy, Alba and Balvano, Nutella is a growing phenomenon and aims to become a global brand.

McCrunchy Bread with Nutella

Nutella can count on millions of fans as evidenced by the great visibility during World Nutella® Day, a social event invented in 2007 by the blogger Sara Rosso and which this year coincided with the presentation, in four cities, of a partnership with McDonald’s for the launch of a new line of sandwiches, the McCrunchy Bread with Nutella: lightly toasted bread and 18 grams of nutella.
Previewed in Milan, Rome, Naples and Bari, it will be on sale starting from 12 February in the 600 McDonald’s restaurants throughout Italy for one euro and forty – recommended price – with ambition, says McDonald’s Italia CEO Mario Federico , to sell six million pieces in a year. “Our customers – he adds – asked for a product of this kind, we built a collaboration based on trust with the Ferrero Group and we studied the launch for about a year”. A classic snack and breakfast in half the world for over fifty years, therefore, has become a product to be consumed even outside the home, with an important market potential and the promise to export the experimentation outside Italy.

The phenomenon
The hazelnut cream invented by Michele Ferrero in 1964 in Alba has conquered 160 markets. Expression of the taste and capacity of the Piedmontese confectionery industry in the processing of cocoa and hazelnuts, Nutella was already born with an international connotation and refers to the English term Nut in the name. In one year Ferrero produces about 400 thousand tons of spreadable cream and if you put the jars of Nutella produced in 12 months in a row you would go around the earth more than once and a half. The Nutella phenomenon has grown in recent years, so much so that it has become a family of products within the Ferrero Group, first thanks to the launch of the Nutella B-ready and then, for a few months, thanks to the Nutella buscuits that promise to revolutionize the world of biscuits by spreading the cards and aiming for 80 million sales in the first year of the market and a market share that is estimated between 5 and l ‘8%. For the daily production of biscuits you need at least 32 tons of Nutella. In the United States the two were then opened Nutella Cafè, in New York and Chicago, where you can taste bread, crepe, french toast and waffles with Nutella base, and a hotel has been created completely dedicated to the most famous hazelnut cream in the world.