At the first Ferrero Innovation Day in Milan, the new Ferrero collection was presented, beginning with a brand like Nutella, which, according to the confectionery company, has gone from being a "love brand to a global power brand, enriched by many innovations": from Nutella & Go! to Nutella B-Ready, from Nutella Biscuits, which in the first year alone recorded “€129 million in sell-out”, to Nutella Muffins and Nutella Croissants, which, according to the company, in 2024 nearly doubled the market for frozen sweet breakfast products, now worth over €37 million. After making its ice cream debut with Nutella Ice Cream and introducing Nutella Plant-Based, Nutella Crêpe is now available as a ready-to-heat product (containing 34% Nutella). With this product, Ferrero intends to target consumption from breakfast to snack time, after lunch and evening, and to reach a diverse range of customers, with a focus on young adults. "This product", it was clarified, "is the outcome of meticulous consumer observation: the recipe is the third most requested in the international market and is also one of the top hashtags on TikTok".