The iconic product of Made in Italy begins its story in a small pastry laboratory in Alba, in Piedmont, immediately after the war. In 1946, Pietro Ferrero, a Piedmontese pastry chef, created the ancestor of Nutella®, Pasta Gianduja or Giandujot. The exhibition retraces the history of Nutella® highlighting some key moments of Ferrero, now led by Giovanni Ferrero, the third generation of the founding family.

The exhibition path, with its enveloping shapes that evoke spreadability, continues drawing inspiration from a large city square - a place of many events in the history of Nutella® - a meeting and gathering point where the protagonists become fans of all times, to whom a large wallpaper is dedicated, created by Francesca Gastone, an illustrator who uses photographs, historical and contemporary archive materials, combining analog and digital techniques.

To play with the history and vision of the Nutella® world, visitors are invited to delve deeper, experience sensorially, interact, and get involved to leave a trace, creating a moment of shared joy.