Nutella biscuit pack next to a giant shortbread Nutella biscuit

Nutella has launched its shortbread biscuits in Italy, following its successful debut in France.

The biscuits are filled with the iconic hazelnut spread and are expected to receive the same sales acclaim it did in its French counterpart. To produce the new product, ten years of research and €129 million was invested by the company.

Alessandro d’Este, CEO of Ferrero Italia predicted a sales worth of €80m in the first 12 months of the release. Currently, the Italian biscuit market sits at €1.2bn, with Ferrero targeting a 5 to 8 percent market share for Nutella Biscuits.