Canadians are (hazel) nuts for Nutella, and Longo’s is capitalizing on the phenomenon with a new pop-up kitchen that serves crepes made with the popular chocolate-hazelnut spread.
In development for more than 18 months, the Nutella Crêperie debuted last week at Longo’s Maple Leaf Square location in downtown Toronto. The pop-up crepe kitchen will travel to Longo’s stores across the GTA, making fresh-to-order Nutella crepes.
“We’re always looking for innovative ways to give customers a great in-store experience,” says Longo’s spokesperson Rosanne Longo. “The collaboration was really natural for us given that we’re a family-owned and operated grocery chain and (Nutella parent) Ferrero Canada is a family-owned business with a shared Italian heritage.”
“It’s just a great way to give something unique to our customers and continue a long-standing relationship.”
In addition to being a staple on grocery shelves–Longo’s sells Nutella products ranging in size from 200 grams to 725 grams– Nutella is also featured in brownies and cookies made in the chain’s in-store bakery.
According to Bloomberg, Ferrero Group consumes an estimated 25% of the world’s hazelnuts, the key ingredient in the creamy spread.
Nutella accounts for a whopping 78.7% of sales in Canada’s $72.5 million chocolate spreads category, with 2014 sales of $57.1 million according to Euromonitor. It accounts for 10.6% of the $536.6 million spreads category (which includes chocolate spreads, honey, jams and preserves).
Longo said sales of the spread are “growing significantly,” attributing its growth to its versatility as both a breakfast food and a snack that can be paired with fruit, crepes, etc.
Longo’s is not the first company to try to capitalize on Nutella’s irresitibility. Iconic Canadian donut chain Tim Horton’s recently introduced a series of Nutella-filled products including donuts and pastry pockets.
Longo’s is supporting the Nutella Crêperie through its various social media channels, using the hashtag #NutellaMoments. Shoppers have the opportunity to win a personalized price pack by posting photos of their personal “Nutella moments.”
The full tour dates of the Nutella Crêperie is available on the Longo’s website.
This article originally appeared at CanadianGrocer.com.
