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ALBA Although Alba and Parma have been in the process of approaching for years, they have started to be the only two creative gastronomy cities in Italy, which could eventually lead to twinning; it is an open commercial "war" between the two most important companies of both cities: Ferrero and Barilla. To kick off the challenge, it would be the Ferrero with Kinder cards and Nutella cookies entering a market, the stuffed biscuits, on which Barilla was aiming a lot with products such as Baiocchi.
It's the news of these days of the descent into the field of the Parma-based multinational on the market of hazelnut spreads, in which Ferrero is the absolute leader with 54% of the world market and a turnover of more than 2 billion euros.
This is the first time that an Emilian multinational has openly defied the Alba company on its territory. Barilla will do this by exploiting those who believe in Ferrero's weak points: create a hazelnut cream containing fewer sugars, based on seed oil. sunflower and non-palm, sourced from controlled and low-temperature sustainable supply chains.
The inspiration will be that of the biscuits "Pan di stelle", one of the flagship products of Barilla. It is curious to note that Barilla should not be the one who produces the spread, but the Nutkao from Canove di Govone, a company founded by the Braida family and recently placed under the control of the White Bridge International Fund.
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