A Classic Combination
A new digital mockup presents a compelling brand crossover: McVitie’s Hobnobs and Nutella. The image shows the familiar 400g Nutella jar, but the label is co-branded with the distinctive McVitie’s logo and the product is described as a crunchy hazelnut spread, packed with oaty biscuit pieces.
The logic is straightforward. It pairs the UK’s most popular biscuit for dunking with its most dominant chocolate hazelnut spread. While many spreads offer a ‘crunchy’ variant, Nutella has famously stuck to its smooth formula. This concept challenges that directly, proposing to add the robust, crumbly texture of a Hobnob to the spread that defines the category.
Nutella’s Move Beyond The Jar
In recent years, brand owner Ferrero has been actively expanding the Nutella name into new formats, moving it from a simple spread into a broader snack brand. This strategy has already populated supermarket aisles with a range of Nutella-filled and flavoured products. The lineup is now extensive.
Alongside the original spread, consumers can buy Nutella B Ready biscuits, a tube of Nutella Chocolate Hazelnut Biscuits, and a larger multipack version of the same. The brand has also moved into the freezer section, with a Nutella Chocolate Hazelnut Ice Cream Tub and Bake At Home Frozen Croissants. More recently, a Nutella Plant Based Hazelnut Chocolate Spread was introduced, showing a willingness to adapt the core recipe for different dietary needs. A Hobnobs version would be another step, but a co-branded one.
A Co-Branding Question
While Ferrero has diversified the Nutella format, it has yet to partner with another major biscuit brand for a core product. This kind of collaboration is much more common for McVitie’s, which has a long history of successful co-branded Digestives with partners like Cadbury.
This concept therefore feels like an application of McVitie’s strategy to Ferrero’s product. It poses a simple question: what if the market leader in smooth spreads finally offered a crunchy alternative, and did so using the texture of one of Britain’s best-loved biscuits? It’s an idea that merges two very distinct, and very successful, brand identities.
What the real range looks like
The current UK Nutella range from Ferrero has expanded significantly beyond the original Hazelnut Chocolate Spread. Shoppers can now find Nutella B Ready biscuits, a tube of Nutella biscuits, an ice cream tub, and even bake-at-home frozen croissants. This fictional Hobnobs version would be the first co-branded spread, adding a crunchy texture option alongside the classic smooth and the new Plant Based variants.
- Nutella Hazelnut Chocolate Spread
- Nutella B Ready Chocolate Biscuits
- Nutella Chocolate Hazelnut Biscuit Tube
- Nutella Chocolate Hazelnut Ice Cream Tub
- Nutella Chocolate Hazelnut Biscuits Multipack
- Nutella Plant Based Hazelnut Chocolate Spread
- Nutella Chocolate Hazelnut Bake At Home Frozen Croissants
Frequently asked questions
- What is in the fictional Hobnobs Nutella spread?
- The concept is for a crunchy version of the classic hazelnut spread, with crushed pieces of McVitie’s Hobnobs oaty biscuits mixed in. It’s presented in a standard 400g Nutella jar.
- Does Nutella make a crunchy spread in the UK?
- No. While Ferrero has launched Nutella-branded products that are crunchy, such as the B Ready bar and various biscuits, the spread itself has only ever been sold in its original smooth format in the UK.
- Is McVitie’s Hobnobs Nutella a real product?
- No, this product is not real. It is a Snackfish — a fictional product concept designed by the online creative page UK Snack Attack. It is not in development and cannot be purchased 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