Five highlights of a Nutella lover’s itinerary

Nutella in Italy

In honor of world Nutella day, here are some Nutella-related itinerary highlights from the place that the hazelnut treat was invented, the region of Piedmont. Nutella in Italy is really Nutella in Piedmont, and it’s really Nutella in the Langhe, just a small (but famous) corner of Piedmont mainly known for Barolo and Barbaresco wines. My itinerary also included hiking, castles, and all-around great food and of course wine, but when my guide found out that he was dealing with a Nutella lover, he made some extra stops.

Nutella in Italy

Stop #1: Nutella trees! (Okay, hazelnut trees)

If only Nutella grew on trees. Well it starts there. Standing in one spot in the Piedmont countryside, I could see hazelnut patches sandwiched between hills covered with Nebbiolo grape vines (which ultimately become Italy’s famous Barolo wine) and forests reserved for truffle hunters. My guide explained that every inch of land in these parts has a specific use: based on soil, altitude, and light.

Nutella in Italy


Stop #2: Shopping and tasting in Neive.

We then hit the lovely little town of Neive to browse some small food shops..

Nutella in Italy

Nutella in Italy


Nutella in Italy

Stop #3: Coffee break

This is worth trying: order an espresso (“un caffe'”) and ask them to put some Nutella in it. 

Nutella in Italy


Stop #4: The Ferrero factory from afar

Mr. Ferrero invented Nutella in the 1940s and went on to create other famous products such as the Ferrero Rocher chocolates, the Kinder line of chocolates and Tic Tacs. Driving along a winding countryside road near Alba, my guide indicated a large hedge and said that behind it lay the Ferrero family’s mansion. The Ferrero factory itself is impossible to tour (people have tried hard), but it’s in the center of the town of Alba and you can smell the chocolate if you get close enough. The company is so worried about secrets leaking out, my guide explained, that they even engineer and make their own machines. I snapped a photo of the giant factory from across the parking lot.


Nutella in Italy



Stop #5: Taste test!

So, I love Nutella but thought it would be fair to give another local hazelnut spread a try. Crema Novi is from the nearby town of Novi Ligure – also known for its chocolate – and is not hard to find in Italy but I’ve never seen it abroad.  It was difficult to decide which one I liked better, so I’ll have to continue my taste-testing….

Nutella in Italy

All photos by Madeline Jhawar 

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Posted by on Feb 5, 2013 in Food and Drink | 7 Comments


  1. Tony
    February 5, 2013

    Not to put a damper on your chocolatey – nutty cravings, but this on palm oil from Wikipedia:

    “The use of palm oil in food products attracts the concern of environmental activist groups; the high oil yield of the trees, attractive to profit-driven investors, has led, in parts of Indonesia, to removal of forests in order to make space for oil-palm monoculture. This has resulted in acreage losses of the natural habitat of the orangutan, of which both species are endangered and the Sumatran orangutan has been listed as “critically endangered”.[16] Consumer pressure could encourage palm oil companies to modify their practices. The Roundtable on Sustainable Palm Oil, an international non-profit association that brings together conservation groups and palm-oil firms, says that it “will not certify oil grown on land that was deforested to farm the crop”.

    • Hanouf
      March 13, 2013

      I was doing a search on the Nutella factory tour when I came upon your blog. Fun article but what blew me away was the comment left by Tony. I had NO idea about the effects of palm oil! I’ve been reading about it now for a good 30 minutes and can’t believe it. Thank you so much for sharing.

    • N
      September 28, 2017

      Palm oil and palm oil derivatives are found in 50% of all grocery store products. I would not worry about eating Nutella.

  2. Kay
    February 25, 2013

    I really like last sentence ( part of it) : I just have to keep tasting it !! I would do the same until its done . And i have tried other one “Crema novi” , I agree that its similar , but Nutella is better (for me )

  3. samantha
    April 20, 2016

    I went to Tresio specifically because of this blog post, and although it provided the most beautiful sightseeing I’ve had in Italy, there was nothing there. There was only 1 store and they did not sell hazelnut items nor could they (including an American there learning to cook Italian) tell me what you were talking about in this blog post. I think you need to include more location specific details, if not addresses then the names of stores that have website or are identifiable on google maps. Otherwise, it’s just not helpful at all.

    • Madeline
      April 20, 2016

      Samantha, Thanks so much for your comment. The area is gorgeous isn’t it and I’m happy to hear it provided beautiful sightseeing. I am SO sorry for the mistake in this article! I was puzzled when I first read your comment – I wrote this from a visit I made 3 years ago so I pulled up my notes from the visit, and went back over my photos, and cross-checked with google maps since I knew I did not make it up 🙂 I realized that the food shop was in the town of Neive, not Treiso, which I also visited for its great restaurant.

      To anyone reading this now, I’ve updated the post so what you are reading is accurate. Apologies again Samantha.

      Links :
      Ciau del Tornavento, Treiso

      Food shop, Neive

  4. Italian Paleo Hazelnut Cake Recipe [Dairy-Free]
    October 31, 2017

    […] are very common in the Piedmont region (in fact, Nutella originated in the city of Alba in the Piedmont region) and you can get all sorts of hazelnut desserts […]


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