Nutella Wholesale B2B: Formats and Merchandising

Formats200g · 400g · 750g · 825g · 1kg · 3kg

PositionNo.1 worldwide spread

PeakBack to school · Xmas · Easter

DeliveryFR · BE · UK

Few food products command a brand power as absolute as Nutella. Invented in 1964 by Michele Ferrero in Alba (Piedmont), it is now sold in over 160 countries and virtually defines the chocolate spread category in terms of top-of-mind awareness. For a B2B distributor, Nutella is not just a product — it is a traffic generator and a credibility marker for your entire confectionery offer.

Nutella: a unique product in consumer goods history

With 365,000 tonnes produced annually across 11 Ferrero factories worldwide, Nutella consumes approximately 25% of global hazelnut production. The recipe has remained fundamentally unchanged since 1964: sugar, palm oil, hazelnuts (13%), cocoa, skimmed milk, emulsifiers, vanillin.

This recipe stability is a powerful commercial argument: the Nutella consumer is loyal to a precise taste, memorised since childhood. They do not substitute with a private label — they specifically seek Nutella.

📊 Key market figures

In France, Nutella represents over 80% of the chocolate spread market by value. In Belgium, household penetration exceeds 60%. In the UK, growth has been sustained by the rise of "Nutella cafés" and viral recipes on social media.

The B2B format range: which one for your channel?

200g jar — Impulse and trial

Ideal for convenience stores, service stations and vending machines. Accessible unit price, strong impulse purchase. Fast rotation during back-to-school (August-September). Perfect for first listings or locations with limited storage.

400g jar — The aisle bestseller

The most sold format in large-scale retail. Best volume/price ratio for the consumer, exceptional year-round rotation. Place at eye level. This is the format where promotions (end-of-aisle, leaflets) deliver the best ROI.

750g and 825g jars — The family format

Formats championed by families with children. High repeat purchase index. Very strong demand in supermarkets. The 825g is the "special offer" format used in Ferrero's periodic promotions.

1kg jar — HoReCa and catering

For catering (crêperies, bakeries, cafés), school canteens and care facilities. Higher unit gross margin for the distributor. Convenient packaging for intensive professional use.

3kg jar — The professional format

The large format for high-volume artisans: caterers, restaurateurs, high-throughput bakeries. Best price per kg in the range. Martigane can deliver full pallets or mixed cases to suit your needs.

💡 Recommended facing strategy

The Nutella shelf should always be arranged from smallest to largest format, left to right. The 400g and 750g at eye level. The 200g in impulse zones (checkout or aisle entrance). The 1kg and 3kg at the bottom or in reserve for professionals. Never run out of stock on the 400g — that is the format whose stockout has the greatest impact on category revenue.

Seasonality and demand peaks

Back to school (Aug-Sep): the most important peak. Order in July to be delivered by early September.
Christmas (Nov-Dec): special formats and Ferrero gift boxes drive sales. Demand for 3kg rises for caterers and event artisans.
Easter (Mar-Apr): more moderate peak tied to sweet consumption traditions.

✅ Nutella for export

Nutella is highly sought after in community grocery stores and supermarkets serving European expatriates in North Africa, the Middle East and the UK. Martigane can deliver full export pallets with complete customs documentation for BE, UK and third-country markets.

Order the Ferrero range from Martigane

Personalised quote within 48h — volume, formats, mixed pallet, export available.

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Other Ferrero products available

Nutella wholesale B2B: the undisputed number one in chocolate spreads