Nutella’s recipe change has sparked a worldwide controversy dubbed #NutellaGate by disgruntled fans. The beloved hazelnut spread, now containing more milk powder and adjusted sugar and fat levels, has left loyal customers detecting what they describe as an inferior taste profile. Social media platforms have erupted with side-by-side comparisons, nostalgic laments, and calls for Ferrero to restore the original formula. What might seem like a minor adjustment to some represents, for dedicated enthusiasts, nothing less than culinary betrayal.
The Recipe Change That Sparked #NutellaGate
While Nutella has reigned as the world’s beloved chocolate-hazelnut spread for over six decades, recent changes to its recipe have left many long-time fans questioning whether their favorite breakfast companion remains the same indulgent treat they remember.
The controversy began in 2017 when Ferrero, Nutella’s parent company, quietly adjusted the recipe by increasing milk powder content from 6.6% to 8.7%, a move that sparked widespread debate across social media platforms.
When Ferrero secretly tweaked Nutella’s formula in 2017, adding more milk powder sparked a social media firestorm among devoted fans.
This seemingly minor adjustment resulted in several noticeable differences that dedicated consumers quickly identified. The spread now appears lighter in color, suggesting to many that the ratio of cocoa has diminished, despite Ferrero’s official denials.
Furthermore, the nutritional profile shifted slightly, with fat content decreasing from 31.8% to 30.9% while sugar levels saw a small increase. These alterations prompted the viral hashtag #NutellaGate as disappointed customers voiced their concerns online.
The recipe modification came at a time when Nutella was expanding its influence globally. Much like the mixed consumer feedback seen with plant-based alternatives in other food categories, Nutella’s changes divided loyal fans. Similar to how whiskey enthusiasts can detect subtle flavor shifts when distillers modify their traditional recipes, devoted Nutella fans recognized the change in taste profile immediately. Currently sold in over 170 countries, the iconic spread recently celebrated its 61st anniversary in 2024, marking decades of cultural impact that extends far beyond breakfast tables.
World Nutella Day, celebrated annually on February 5th since its inception in 2007, continues to unite fans who share creative recipes and memories associated with the spread.
In response to changing consumer preferences, Ferrero has also introduced Nutella Plant-Based, replacing traditional milk powder with chickpeas and rice syrup.
This vegan alternative, now available in several European countries including Italy, France, Belgium, and Germany, maintains palm oil as an ingredient—a choice that raises environmental concerns among ecologically conscious consumers.
Throughout these changes, Nutella’s cultural significance remains strong, with the brand developing new sonic identities and hosting exhibitions that celebrate its heritage.
The brand recently collaborated with MassiveMusic to create “The Sound of Nutella,” a distinctive soundtrack that incorporates playful sounds from signature ingredients like hazelnuts.
However, for those who grew up spreading the original formula on morning toast, the question remains whether progress has come at the cost of the authentic Nutella experience that captured hearts worldwide for generations. The Hamburg Consumer Protection Centre was the first to notice and officially report the color changes in Nutella, bringing public attention to the recipe modification.
