Gianduja

Gianduja [gee-an-du-ya] is a sweet chocolate analogue containing about 30% hazelnut paste. It was invented in Turin, Italy by choclatier Caffarel in 1852, after taxes on cocoa beans hindered the production of conventional chocolate. It takes its name from a Carnival and marionette character who represents the archetypal Piedmontese, the Italian region where hazelnut confectionery is common. Ferreo Nutella is a giaduja spread first sold in Piedmont in 1963 and now available in over 75 countries.

Pietro Ferrero, who owned a patisserie in Alba, in the Langhe district of Piedmont, an area known for the production of hazelnuts, sold an initial batch of 300 kilograms (660 lb) of ‘Pasta Gianduja’ in 1946. This was originally a solid block, but in 1949, Pietro started to sell a creamy version in 1951 as ‘Supercrema.’ In 1963, Pietro’s son Michele revamped Supercrema with the intention of marketing it across Europe. Its composition was modified and it was renamed ‘Nutella.’ The first jar of Nutella left the Ferrero factory in Alba on 20 April 1964. The product was an instant success and remains widely popular. The estimated Italian production of Nutella averages 179,000 tons per year.

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