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In this study about Ferrero and the product Nutella, we will talk about the brand, the history and the origins.

I )Ferrero’s developpement

1. The origins of Ferrero

The adventure ?Ferrero? begins in Italy, in 1946, after the Second World War.
Pietro Ferrero, a confectioner and chocolate marker in Alba, revolutionizes the breakfast and snacks for millions of children by selling the recipe: "Giandujot," a preparation with hazelnut, milk and a hint of cocoa, which quickly becomes a success.

The use of nuts in this recipe chocolate is linked to economic circumstances of the postwar period. Indeed, at that time, the cocoa beans are rare and expensive.

In 1949, Pietro Ferrero improves his recipe until a creamy paste and he launches his new preparation under the name ?Supercrema?.

His son, Michel Ferrero decides to withdraw sales of chocolate spread in 1963 in order to replace it with an equivalent product, ?la Tartinoise? marketed in Europe. The new name is linked to a constraint imposed by Italian law prohibiting the use of the prefix ?Super? in brands.

Finally "the Tartinoise" was renamed "Nutella" in 1964.

2. Ferrero in France

In the mid 50's, Michele Ferrero believes that they must look beyond borders to ensure the soundness and safety of society. He seeks European expansion. The arrival of Ferrero in France is in the late 1950s.

In December 1959, the Chocolate Dulce SA controlled by Ferrero bought a former textile factory in Villers-Norman Ecalles. Soon, this small industrial unit is transformed and modernized in order to implement the necessary machinery for the production of chocolates. The goal then is to start production of "Mon Chéri" in France.

In 1961, Ferrero begins production of "La Tartinoise." At first only one line of manufacturing and packaging exists. But with the success of the product, a second line is installed. Production is destined to France and Belgium. A few years later new production lines are added to produce Kinder Bueno.

On 1 July 1970 Dulce SA takes officially the name of ?FERRERO FRANCE?.

The great adventure of FERRERO FRANCE will continue by introducing the French market leading brands.

Today's French Ferrero activity is concentrated on three sites around Rouen: Villers-plant eCall, the Grand-Quevilly warehouse and head office of Mont Saint-Aignan.
With a sales force spread throughout the country, Ferrero France now has nearly 1,200 employees.

3. Ferrero in the World

From Alba, where is the traditional seat of the family Ferrero, the Group has gradually internationalized emphasizing organic growth and focusing quickly on its European neighbours: Germany first (1956) followed by France (1959).