A new exhibition in Rome is marking the 60th anniversary of Nutella, the world-famous chocolate-hazelnut spread. Titled Joyn! Un viaggio nel mondo Nutella, the exhibition runs at MAXXI, the National Museum of 21st Century Arts, from 20 December to 20 April 2025.
Curated by Chiara Bertini, the event is an “exhibition event,” inviting visitors to “explore, experience, and interact” with Nutella’s rich history and cultural impact. Visitors can immerse themselves in Nutella’s journey from a humble Italian innovation to a global icon, exploring its most memorable advertising campaigns and its role in shaping food culture worldwide.
The Origins of a Global Phenomenon
Nutella’s story begins in post-war Italy, when cocoa was scarce and expensive. Pietro Ferrero, a pastry chef from Alba in Piedmont, created Giandujot, a sweet paste made from hazelnuts, sugar, and a small amount of cocoa. Initially sold as a solid block, this ingenious solution to the cocoa shortage evolved into a creamy, spreadable form in 1964, giving birth to Nutella.
The Ferrero company, still headquartered in Alba, has since grown into one of the world’s largest confectionery producers. Each year, it produces around 500,000 tonnes of Nutella, which is sold in 170 countries. Nutella is so well-loved that fans celebrate World Nutella Day on 5 February, sharing recipes, photos, and videos online.
An Italian Success Story
Nutella is more than a spread; it represents Italian ingenuity and craftsmanship. The Ferrero company, which also produces iconic treats like Ferrero Rocher, Kinder, and Tic Tac, remains family-owned and has played a key role in promoting “Made in Italy” excellence worldwide.
The MAXXI exhibition highlights Nutella’s cultural significance, blending nostalgia with innovation. From its humble beginnings to its status as a global phenomenon, the exhibit celebrates how a simple blend of hazelnuts and cocoa became an enduring symbol of joy.
Tickets to Joyn! Un viaggio nel mondo Nutella are available on MAXXI’s website, offering a chance to relive the magic of this Italian spread.
