Nutella - the epitome of a 'pop lux'

In the middle 1900s, chocolate became expensive again due to rationing in Europe during World War II. In 1946, Italian pastry maker Pietro Ferrero added hazelnut once more and created Pasta Gianduja, renamed 'Nutella' in 1964.

It's popularity increased sharply, and it became a popular luxury for Italians. It led to Ferrero (now a global company) having an annual turnover of ÂŁ6.5bn.

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Apart from sugar and fat, Nutella is rich in chocolate. Chocolate contains addictive substances such as tryptophan and phenylethylamine. This causes feelings of excitement and attraction.

American blogger Sara Rosso established World Nutella day on 5th February 2007. It became a global phenomenon. Ferrero took ownership of this holiday in 2015 to allow it to spread further.

Nutella's roots traced to Napoleon

In 1806, Napoleon tried to stop British commerce in an attempt to win the Napoleonic wars.

His actions resulted in a continental blockade which caused the cost of chocolate to rise steeply. But the creative chocolatiers of northern Italy started adding chopped hazelnuts to chocolate to make supplies last longer. They named it 'gianduia'.

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