Featuring archive materials and limited-edition jars, the exhibition at the MAXXI Museum in Rome shows how the spread, created in post-war Italy, has become a cultural icon across generations worldwide
Nutella has turned 60, and a new exhibition in Rome not only traces the history of the world-famous chocolate spread but also takes visitors on a journey through the origins of the Made in Italy brand, exploring the Ferrero family’s success since launching the first jar in 1964. The hazelnut cream, created in post-war Italy to respond to a cocoa shortage has now become a cultural icon in over 170 countries.
As curator Chiara Bertini explains, the exhibition—reflected in its title, “Joyn”—aims to celebrate Nutella as a symbol of positivity and love for life. ”It represents a moment of joy in our lives. Everyone who visits the exhibition and with whom I have shared a few thoughts has told me they associate Nutella with a sense of joy. That’s why it’s part of the title, which plays on the words joy and participation”.
Archive materials, from black and white footage to prints, tell the story of how the family business has developed over the years. The main room is filled with limited-edition jars on display.
But it’s Nutella fans who have shaped the history of the most famous chocolate cream in the world. Generation after generation Nutella continues to be a significant part of their memories and their lives.
“Nutella is part of Italy’s history, and it’s so familiar to all of us” one visitor told Euronews. “It has been with us for so long, ever since we were kids” another one says, “it makes us happy, though we shouldn’t overdo it—like with everything. But sometimes, why not? Nutella is good; we like it!”.
Gigi Padovani, journalist and author who has written several books about Nutella was born in Alba in Northen Italy where the Ferrero family originally started the business. He told Euronews that he has always been fascinated by the brand’s history. “What has struck me the most is the way they do business and how the company treats chocolate producers in Ivory Coast. They helped their families by supporting their children’s schooling” said Padovani.
Every year, Nutella lovers celebrate the World Nutella Day, on February the 5th offering millions of fans around the world the chance to share stories and photos of their favourite food. On this occasion the exhibition offered a special tasting for all visitors.
