A STORY WORTH CELEBRATING: NUTELLA® THROUGH THE ASSOULINE LENS
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A brand shaped by people and time
Shared at breakfast tables, in kitchens and across social feeds, books and exhibition, Nutella marks moments when memories, recipes and traditions are passed among generations and geographies, continuing to speak to diverse audiences through its unique product experience and constant innovation.
A moment of recognition for a Ferrero love brand
In 2026, Nutella’s story is celebrated in a new way. Luxury publisher Assouline dedicates its first monothematic book on a food brand: Nutella joins their Classics Collection, capturing the brand’s journey through a premium editorial lens.
Known for beautifully crafted books celebrating culture, design, and timeless icons, Assouline offers a fresh perspective on Nutella - rooted in craftsmanship, heritage, and storytelling.
“An image is worth a thousand words, and we are delighted to join Assouline Collection, immersing readers in our history. It is a testament to Nutella’s creativity, innovation, and passion for keeping the world smiling for years to come”, said Giovanni Ferrero, Executive Chairman of the Ferrero Group.
For Ferrero, the book marks a moment of pride, as it reflects its enduring cultural relevance and iconic status, capturing more than 60 years of a journey that made Nutella a worldwide staple and symbol of positivity and togetherness.
A book that brings Nutella’s story to life
The flow of Nutella by Assouline mirrors the spread itself: layered, versatile, and rooted in rituals. Its six chapters - History, Quality, Bread & Breakfast, Versatility, Nutella World, and Iconicity - show how a simple jar became a global phenomenon.
Bread & Breakfast celebrates Nutella's pairing with bread, the ritual that introduced it to the world and that is still displayed in its very own label. Versatility highlights its role across cultures and occasions - from festive baking to limited- edition jars. Nutella World captures its global yet local identity, produced in multiple countries, enjoyed everywhere, and embraced in regional traditions, exemplified by the Love Your Country campaign.
Conceived as a visual storytelling experience as much as a book, it invites readers behind the scenes, showing how Nutella has been shaped as much by people as by time. A journey through pictures, iconic campaigns and testimonies of Nutella cultural impact along the years.
“There is no better feeling than a tartine of Nutella!” said Alexandre Assouline, President at Assouline. “More than a brand, more than a spread, Nutella is an icon unifying generations and geographical boundaries. I am thrilled with this new title which captures the spirit of Nutella, a sense of positivity and warm nostalgia, which will speak to the child within all of us. This editorial project celebrates more than sixty years of a brand that has shaped memories, rituals, and everyday joy in our collective memory.”
The perfect launching occasion: World Nutella Day
Celebrated each year on February 5th, World Nutella Day puts that spirit of connection at the centre, with fans celebrating the positivity and togetherness Nutella inspires worldwide, and the brand announcing the latest products and initiatives.
That’s why launching a book on this day feels especially meaningful. Through imagery and storytelling, the Assouline book celebrates the brand’s craftsmanship, creativity, and elegance, extending its impact beyond the pages.
By inviting readers to reflect on their own Nutella moments - the breakfasts, traditions, and smiles shared across generations - the book becomes a catalyst for memory, connection, and creativity. World Nutella Day is about celebrating how Nutella lives in kitchens, cultures, and everyday moments worldwide.
Discover the Nutella by Assouline coffee table book, available on Assouline's website.
