Updated December 15, 2025 by Elisa Branda
Imagine entering a world where the scent of toasted hazelnuts blends with childhood memories and the unmistakable taste of Italy's most beloved spreadable cream. Welcome to the exhibition "Joyn! A journey into the world of Nutella® for its 60 years", a unique sensory experience that awaits you at MAXXI in Rome until April 20th. This exhibition is not just a tribute to a product, but a journey through the history of an icon of Made in Italy that has conquered the world.
Nutella 60 Years: From the First Jar to Global Conquest: The History of Nutella
It was a rainy April morning in 1964 when the first jar of Nutella left the factory in Alba, Piedmont. Who would have ever imagined that that jar would start a confectionery revolution? Today, 60 years later, Nutella is produced in 11 factories around the world, with employees from 97 nations, and is sold in around 170 countries. A global success that translates into impressive numbers: around 500.000 tons of Nutella are produced every year!
Fun fact: If we lined up all the Nutella jars produced in a year, we could wrap the Earth 1,7 times!
A Journey Through Time: From Supercrema to Nutella
The exhibition at MAXXI, curated by Chiara Bertini in collaboration with Ferrero, takes us on a fascinating journey through time. Through black and white photos, we can admire the first pastry shop opened by the young Pietro Ferrero in Dogliani, in the Cuneo area, and the first vans that distributed the famous gianduiotti in the Piedmont region.
But the real star of the show is her: Nutella. Born as an evolution of the “Supercrema”, created in the Italian post-war period by Pietro Ferrero, Nutella has been able to reinvent itself over time, maintaining its charm intact. The name “Nutella”, invented in 1964 by Michele Ferrero, son of the founder, marked the beginning of a new era for this sweet spread.
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From Energy to Cultural Icon
In the 60s, Nutella presented itself as a source of energy, boasting 5100 calories per jar! A concept that today may make us smile, but which at the time represented a real strength in an Italy that was trying to recover after the war.
Over the years, Nutella has transformed from a simple food to a true cultural icon. The exhibition offers us a journey through the various advertising campaigns that have marked the eras, up to the famous slogan "what life would it be without Nutella".
Nutella in Pop Culture: From Cinema to Music
The exhibition at MAXXI doesn't just tell the story of the company, it also explores the impact that Nutella has had on popular culture. Here are some curiosities that you can discover:
- Cinema: Who can forget the scene of Nanni Moretti in “Bianca” with his giant jar of Nutella?
- Italian Literature: Writers such as Giuseppe Culicchia and Gianni Farinetti have mentioned Nutella in their works.
- MusicFrom Giorgio Gaber to Renato Zero, passing through Dj Francesco at the Sanremo Festival, Nutella has also inspired the musical world.
Celebrity Fans: Athletes and Hollywood Stars
Did you know that Francesco Totti declared that Nutella is his “only doping”? Or that Julia Roberts confessed that she would eat it “24 hours a day”? The exhibition reveals the famous fans of this hazelnut spread, including names such as Yuri Chechi, Michael Schumacher and actress Juliette Binoche.
A Multisensory Experience
The exhibition “Joyn!” does not limit itself to telling, but involves all the senses:
- Eyeglasses: You will be able to admire the evolution of the design of the jars and the advertisements over the years.
- Smell: A circular box will allow you to immerse yourself in the intense aroma of Nutella, as if you were in the factory.
- hearing: Videos and sound installations will make you relive the most iconic moments in Nutella's history.
- tatto: You will be able to interact with some installations, such as the curious “Machine à tartiner”, a sculpture that spreads Nutella with millimetric precision.
Fun fact: The “Machine à tartiner” was created by artist Henri Gallot-Lavallée with the aim of creating “the most beautiful tartine one could dream of”.
Nutella: More Than a Cream, a Piece of Italian History
Visiting this exhibition means immersing yourself in a piece of Italian history. Nutella is not just a successful product, but a symbol of creativity, innovation and entrepreneurial ability that has made Italy famous throughout the world.
Fabrizio Gavelli, CEO of Ferrero Commerciale Italia, proudly emphasizes: “Thanks to the support of the MAXXI Foundation, we have been able to conceive a path that offers the public an experience capable of enhancing creativity, design and cultural identity, linked to a product that has conquered the world”.
Conclusion: A Trip Not to be Missed
The exhibition “Joyn! A journey into the world of Nutella® for its 60 years” at the MAXXI in Rome is much more than a simple exhibition. It is a unique opportunity to relive childhood memories, discover new curiosities and understand how a simple jar of hazelnut spread has become a global icon.
Whether you are a design enthusiast, a lover of Italian history or simply a big gourmand, this exhibition has something for everyone. Don't miss the opportunity to immerse yourself in this sweet journey through 60 years of history, creativity and, of course, lots of taste!
And you, what is your sweetest memory linked to Nutella? Maybe it's time to rediscover it, perhaps with a visit to this extraordinary exhibition. Because, as one of its most famous slogans says, "what would life be without Nutella"?
