A New Format for Nutella
Nutella is defined by its format. It is a spread. For decades, the brand’s identity has been tied to a glass jar and a knife, with the product itself being a soft, scoopable paste. Ancillary products exist, like Nutella & Go or Nutella Biscuits, but they always use the classic spread as a component.
This concept image suggests something different. It’s a solid block. The packaging depicts a thick, sliceable bar, scored into squares like a conventional chocolate bar but far deeper. The idea of a solid, sliceable Nutella is a significant departure from its core identity. It turns a spread into a standalone confection. You could cut a piece off. You could eat it with your hands.
White Chocolate and Macadamia
The flavour profile is also a major shift. The core Nutella recipe—hazelnut and cocoa—is one of the most protected and consistent in the food world. Ferrero rarely, if ever, alters it. This mockup proposes a white chocolate and macadamia nut version. It keeps the nut base but switches the type entirely, moving from the familiar hazelnut to the milder, creamier macadamia.
White chocolate and macadamia is a classic combination, most often seen in American-style cookies. It’s a known quantity. But applying it to the Nutella brand name is a bold move. It raises questions about what makes a product ‘Nutella’ if the two primary flavours are removed. The mockup suggests a radical expansion of what the brand could represent, moving beyond its hazelnut-chocolate origins into broader confectionery territory.
What the real range looks like
A Nutella block has no clear precedent in the UK market. Oddly, the term ‘flip’ is attached to a vast and unrelated range of products, none of which are confectionery. The current lineup includes the Stanley Iceflow Bottle with Flip Straw, the Gardman Flip Top Seed Feeder, and the M&S Flip Dip series of savoury dips. A sliceable chocolate block would not fit into this eclectic mix.
- Gardman Flip Top Seed Feeder
- Floss Rock Waterpad Flip Book Space
- Smidge Flip Straw Bottle Citrus 1 2l
- Smidge Flip Straw Bottle Citrus 900ml
- M S Flip Dip Red Pepper Cream Cheese Dip
- Clementoni Disney Baby Mickey Flip Phone
- M S Flip Dip Basil Dip with Pesto Drizzle
- Smidge Flip Straw Bottle Summer Blush 1 2l
- Locknlock Kitchen Caddy with Flip To Lid 5l
- Smidge Flip Straw Bottle Summer Blush 900ml
Frequently asked questions
- What is a Nutella Block?
- The Nutella Block is a concept for a solid, sliceable bar of a Nutella-like confection. The mockup shows a deep, scored block that can be cut into slices, unlike the traditional spread.
- Does Nutella come in different flavours?
- The classic Nutella spread has a famously consistent hazelnut and cocoa recipe that is not offered in other flavours. While Ferrero produces other products that incorporate the spread, the core product itself remains unchanged.
- Is the White Chocolate Macadamia Nutella Block real?
- No. This product is a Snackfish — a mockup created by the design page UK Snack Attack. It is a fictional concept and is not manufactured or sold anywhere.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI