Prepare your taste buds, vegans. The much-cherished, indulgent Nutella is set to become even more irresistible. Confirmation arrived earlier this year from Ferrero, the creators of Nutella, of their intention to offer a vegan incarnation of the renowned hazelnut spread.

Contrary to what you might have assumed until now, Nutella isn't vegan. It comprises seven ingredients: sugar, milk, palm oil, cocoa, hazelnuts, lecithin (an emulsifier), and vanillin. Gear up, however, for a delicious revolution - the new rendition will be free from the milk component.

"We at Ferrero are perpetually on the lookout for and studying fresh categories and budding food tendencies," the enterprise announced in a communiqué with Plant Based News. "Making use of our well-established global brands' innovative spirit and extensive expertise, we currently have 'Nutella Plant-Based' in the pipeline… set to hit stores in fall 2024. This supplementary inclusion in the Nutella franchise will provide the same unparalleled experience, replacing milk with vegetable origins, offering an appetizing new alternative, thereby extending a warm welcome to additional consumers into the brand."

There is, however, one significant stipulation. The plant-based Nutella will initially be made available only in select European markets, including Ferrero's home country, Italy. Ensuing reports from EuroNews suggest Italy as a fitting place for the unveiling, considering the country's rising population of "flexitarians" - individuals consciously decreasing their animal product intake.

The genesis of vegan Nutella has been simmering for a while now. The parent company Ferrero registered the "Nutella Plant Based" trademark back in December 2023 in Germany and Italy, subtly suggesting the other national market that will see the roll-out first.

The debut of vegan Nutella aligns neatly with the expanding European plant-based market that's currently worth a staggering €680 million ($736 million).

Retail and distribution behemoth Gruppo VèGè's CEO, Giorgio Santambrogio, affirmed the upcoming product's news in a LinkedIn post. Known to be the "first retail group that gets wind of Ferrero's innovation," Santambrogio added, "This may not create universal appeal, but Ferrero certainly marks its timely existence by not lagging behind: in a market where demand for plant-based goods surges, a titan like Nutella is surely poised to stir up stiff rivalry, nudging other businesses to turn their attention towards the sector and refine their merchandise."