Vegan Nutella Just Launched in the U.S.

Edited by The VEGPRENEUR Team

The wait is over for U.S. fans of the iconic spread. Nutella has officially entered the plant-based space, with a vegan version now arriving in the United States.

Developed by Ferrero, the new product marks a major shift for one of the world’s most recognizable food brands. While Nutella has long been a pantry staple globally, its traditional recipe includes milk powder, making it off-limits for vegans. This new formulation removes dairy entirely, offering a plant-based alternative that aims to deliver the same signature creamy texture and chocolate-hazelnut flavor.

The launch follows years of growing consumer demand for dairy-free versions of mainstream products. As plant-based eating continues to move from niche to mainstream, legacy brands like Ferrero are increasingly adapting their portfolios to meet changing preferences. The introduction of vegan Nutella signals not only a response to that demand, but also a broader acknowledgment that plant-based options are here to stay.

Though Ferrero has previously tested and launched plant-based innovations in select international markets, the U.S. debut of vegan Nutella marks a particularly significant milestone. As one of the brand’s largest markets and a major hub for plant-based growth, the launch signals a meaningful step in Nutella’s evolution.

The U.S. rollout also builds on momentum abroad. The vegan version first launched in the UK in May 2025, debuting in major supermarkets like Sainsbury’s. Made without dairy and instead using ingredients like chickpeas and rice syrup, the product was designed to replicate the same creamy texture and signature flavor as the original. Its success in the UK, along with earlier releases across parts of Europe, helped pave the way for expansion into larger markets like the United States, where demand for plant-based alternatives continues to accelerate.

For consumers, the appeal is clear: a familiar favorite, now accessible to a wider audience. Whether spread on toast, added to baked goods, or eaten straight from the jar, vegan Nutella offers a new way for plant-based eaters to enjoy a product that has long been associated with indulgence and nostalgia.

As more global brands introduce vegan alternatives, the line between conventional and plant-based continues to blur. With the arrival of vegan Nutella in the U.S., one of the most iconic sweet spreads in the world is officially entering a new era.