# Nutella Nutella is a hazelnut chocolate spread created by Italian company Ferrero in 1964 that became a beloved internet food icon, particularly associated with Tumblr's hipster culture in the early 2010s. The brand attracted devotion-level fandom online, spawning single-topic blogs and countless memes celebrating or joking about its addictive quality, while also making headlines for a 2011 false advertising lawsuit and viral footage of French shoppers rioting over discounted jars in 2018. ## Origin The product itself originated in post-World War II Italy when Pietro Ferrero stretched rationed chocolate supplies by adding hazelnuts. The first version, called Pasta Gianduja, launched in 1946 as a solid brick[5]. A spreadable version called Supercrema Gianduja followed in 1951, named after a carnival character from Turin's Commedia dell'Arte tradition[6]. The brand rebranded to Nutella in 1964 for European expansion, combining "nut" with the soft Italian suffix "ella"[5]. Online discussion of Nutella appeared as early as the 1990s on furry newsgroups, where users joked about sharing Nutella-covered dog biscuits[2]. By 2002, discussions appeared on Low-Carber Forums debating its health value, and fan communities began treating it as more than just food[2]. The modern meme identity crystallized around 2008 when Nutella's official Facebook page launched, eventually accumulating over 17 million likes[2]. - **Platform:** Tumblr - **Creator:** Unknown - **Date:** 2008 ## Overview Nutella memes typically center on exaggerated declarations of love for the chocolate hazelnut spread, often framing it as a life necessity or romantic partner substitute. The format ranges from simple image macros with captions about Nutella addiction to elaborate devotion posts treating the spread as sacred[1]. Tumblr users in particular adopted Nutella as a hipster signifier, with multiple single-topic blogs dedicated to the spread appearing between 2010 and 2012[2]. The meme culture around Nutella plays on the genuinely obsessive attachment many people have to the product. Urban Dictionary entries describe it as "the best thing ever to exist" and "basically sex in a jar," capturing the hyperbolic tone common in Nutella appreciation posts[3]. This devotion sometimes crosses into absurdist territory, with users joking about eating entire jars in one sitting or comparing potential romantic partners unfavorably to Nutella. Beyond static image content, Nutella became associated with viral video moments. The most notable was footage from January 2018 showing French shoppers fighting over discounted Nutella jars at Intermarché supermarkets, which spread internationally as a commentary on consumer behavior[4]. ## How to Use Nutella memes typically involve: declaring Nutella superior to relationships or life necessities, joking about unhealthy consumption habits, or using Nutella appreciation as a personality trait. The tone is usually hyperbolic and self-aware. Common formats include confession-style posts about eating entire jars, comparison memes ranking Nutella above other foods or even people, and reaction images expressing extreme emotion toward the spread. ## Frequently Asked Questions ### What is Nutella? Nutella is a hazelnut chocolate spread made by Italian company Ferrero that became an internet meme icon, particularly associated with Tumblr hipster culture and exaggerated expressions of food devotion[2]. ### Where did Nutella come from? Nutella originated in Italy in 1946 when Pietro Ferrero created a chocolate-hazelnut paste to stretch wartime chocolate rations. The product was renamed Nutella in 1964 for European expansion[5][6]. ### What does Nutella mean? The name combines "nut" (from hazelnut) with the Italian suffix "ella" to create a soft-sounding brand name. Online, Nutella came to represent obsessive food devotion and hipster culture[5][2]. ### How do you use Nutella? As a meme, Nutella typically appears in exaggerated declarations of love, comparisons ranking it above relationships, or confessions about unhealthy eating habits. The tone is hyperbolic and self-aware[3]. ### Is Nutella still popular? Nutella peaked as a meme during the early 2010s Tumblr era but returned to viral attention in January 2018 when videos of French shoppers fighting over discounted jars spread on Twitter[4]. ## References 1. [https://web.archive.org/web/20151109052750/https://www.nutellausa.com:80/history2.htm]() 2. [https://knowyourmeme.com/memes/nutella]() 3. [https://www.urbandictionary.com/define.php?term=Nutella]() 4. [https://x.com/i/status/956915028996829185]() 5. [https://web.archive.org/web/20130126071015/http://nutellaeatinghipsters.tumblr.com/]() 6. [https://web.archive.org/web/20130126071015/http://nutella-hipster.tumblr.com/]() --- Source: https://meme.com/memes/nutella Published by meme.com — The Internet Meme Library