Nutella Has Gone Plant-Based in the UK, But Will Anyone Care?

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It’s the kind of supermarket sighting that should spark chaos in the vegan snack aisles. A plant-based Nutella? With oat and almond milk instead of dairy? Surely that’s the moment the palm-oily, sugar-slicked classic finally catches up to the alt-dairy revolution. Right?

Well… maybe.

While Nutella Plant-Based has landed on UK shelves (quietly, without fanfare after being launched in the EU last year), it’s left longtime fans and flexitarian newbies asking: What even is this? Is it a health play? A sustainability nod? Or just another big brand dipping a toe into the plant-based pool before sprinting back to dairy?

The answer, it’s complicated. And a little underwhelming.

Despite early rumours and a photo drop via the UK plant-based news outlet, the product rollout has been muted. No global launch blitz. No rebrand. Just a label swap and a change in ingredients. Ferrero - the chocolate and hazelnut empire behind Nutella - appears to be testing the waters, not making a statement.

The problem? In a market saturated with

Source: Ferrero - Plant-based Nutella

palm-oil-free, dairy-free, organic cocoa spreads from smaller ethical players, a half-measure from Big Choc isn’t enough. Consumers now demand more than “plant-based” - they want clean ingredients, clear ethics, and an actual difference in taste or function.

That said, the name “Nutella” still carries power. And for flexitarians wanting a slightly less dairy-dependent morning fix, this might just hit the sweet spot.

Our take on this, Nutella’s move feels like a trial balloon, not a revolution. If sales go well, expect the full Ferrero family to start sprouting oat-based cousins. Until then, keep your spoons ready especially down under.

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