Ferrero Travel Market General Manager Sergio Salvagno.

To celebrate World Nutella Day today (Thursday 5 February), Ferrero Travel Market is inviting travelling shoppers to discover its Nutella Next Destination travel retail-exclusive series.

These limited-edition packs contain 3 x 30g jars of Nutella, each labelled with the name of a different country, with an on-pack QR code that leads the way to a digital platform – the ‘Every Place A Good Morning’ website.

This guides visitors through breakfast traditions from around the world, while offering country-specific Nutella breakfast recipes created for special moments.

The celebrations extend to Milan Malpensa Airport, where World Nutella Day is being brought to life through a travel retail activation created in partnership with Avolta, which is centred around an exclusive passport cover GWP.

Supported by a dedicated Instagram and TikTok campaign that harnesses Avolta’s social media channels, this activation combines on-pack digital content, with social engagement and championing the joy of travel.

Finally, Ferrero Travel Market is once again inviting travelling consumers to mark the occasion by sharing their stories on social media, showing how they enjoy Nutella through recipes, rituals and creative expression using the hashtags #Nutella, #WorldNutellaDay and #SpreadANutellaSmile.

“World Nutella Day embodies the essence and potential of travel retail – its ability to connect people, cultures and moments through shared experiences,” said Ferrero Travel Market General Manager Sergio Salvagno.

“Nutella is a brand that travels effortlessly with consumers, offering both comfort and discovery, whether as a taste of home or a meaningful gift from a journey.

“Through initiatives like Nutella Next Destination and engaging airport activations, we are proud to work with our partners to elevate the role of food & confectionery in travel retail, and create memorable touchpoints that go beyond the journey itself,” he added.

“From a one-day celebration dedicated to Nutella fans all around the world, World Nutella Day also becomes a platform to inspire connection, positivity and growth for the category across the year ahead.”

Limited edition Nutella Next Destination travel retail-exclusive series packs contain 3 x 30g jars of Nutella, each labelled with the name of a different country, with an on-pack QR code that leads the way to a bespoke digital platform.

Nutella is available in more than 170 countries, it has been sparking positivity everywhere from family kitchens to bustling street markets, adding its signature taste to traditional recipes and modern creations alike.

World Nutella Day has been running since 2007 with this year’s campaign inviting consumers around the world to share how they enjoy Nutella, which is available in 170 different countries, in their own way.

“World Nutella Day is a strong example of how travel retail can spark shared moments for travellers, inspired and united by a global brand,’ added Philippe Moryl, Global Head of Confectionery, Avolta.

“Through this activation at Milan Malpensa, we’re combining physical retail, digital engagement and social amplification to create a relevant, and memorable experience that resonates across cultures and journeys.”

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