Still, nutella seems highly aware of the importance of erring on the side of niche.
It felt a bit contrived—but also sent a clear message that nutella is the spread of foodies.
And nutella can play the foodie card only in America, Leong points out.
nutella is still not as ubiquitous Stateside as it is in Europe, but it is certainly coming into its own.
While nutella is a relatively new product for American consumers, it has lined European pantry shelves for decades.
Slice challah bread into 1.5 inches then slit hole in middle of each slice and fill with nutella.
However, as nutella grows in mass appeal, it may be easy for the brand to lose that edge.
He writes about nutella, Hot Pockets, and cereal, and tweets lyrics from Kanye, Eminem and the musical Rent.