From Spread to Solid
Ferrero’s Nutella is one of the most rigidly defined products on the market. It’s a hazelnut-cocoa spread, and it comes in a jar. A new mockup, however, reimagines the product entirely by changing its physical state.
The design proposes a 200g ‘Solid Toast Block’. The format is closer to a block of butter or cooking chocolate than a spread, fundamentally altering how it would be used. The packaging suggests it can be sliced cold and placed on toast, or perhaps melted. This shift from a soft, scoopable spread to a firm, sliceable block represents a significant departure from the brand’s 60-year history. While Ferrero has expanded the Nutella brand into biscuits and on-the-go snacks, the core product has remained unchanged. The choice of a Salted Caramel flavour is less radical, pairing a popular confectionery trend with the familiar base profile.
A Focus on Format
This focus on a product’s physical form is not unique. Across UK retail, a growing number of products are defined by their mechanical function, with the action often included directly in the name. The current market, for instance, features a wide family of items where the key feature is a ‘flip’ mechanism.
This trend covers multiple categories. It includes kitchen and homeware, like the Stanley Iceflow Bottle with Flip Straw and the Locknlock Kitchen Caddy with Flip To Lid. It also appears in own-brand food ranges, such as the M&S Flip Dip line, which has Red Pepper & Cream Cheese and Basil with Pesto Drizzle variants. The naming convention even extends to toys like the Clementoni Disney Baby Mickey Flip Phone and the Floss Rock Waterpad Flip Book. In these cases, the format and function are the primary identifier, preceding brand or flavour.
What the real range looks like
While the Nutella block is a format innovation, it doesn’t follow the current naming trend seen in products like the Smidge Flip Straw Bottle or the M&S Flip Dip. Those items are defined by a mechanical action (‘flip’), whereas the Nutella concept is defined by its state of matter (‘solid’).
- 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 Solid Toast Block meant to be?
- It’s a conceptual product that imagines Nutella as a 200g solid block, similar to butter or cheese. The idea is that you could slice it directly onto toast or melt it for use as a topping or in baking.
- Does Nutella actually make a Salted Caramel flavour?
- No, this is part of the concept. The standard Nutella available in the UK is the original hazelnut and cocoa spread. Ferrero, its parent company, very rarely introduces permanent flavour variants of its core spread.
- Is the Nutella Solid Toast Block a real product?
- No, this is a Snackfish. It is a mockup created by the design page UK Snack Attack and is not a real product sold by Nutella or any retailer.
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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