Featuring archive materials and limited-edition jars, the exhibition at the MAXXI Museum in Rome shows how the spread, created in post-war Italy, has become a cultural icon across generations worldwide
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00:00Nutella turns 60, and a new exhibition in Rome not only traces the history of the world
00:07famous chocolate spread, but also takes visitors on a journey through the origins of the made
00:11in Italy brand, exploring the Ferrero family's success since launching the first jar in 1964.
00:18The hazelnut cream created in post-war Italy has now become a cultural icon, sold in over
00:24170 countries.
00:26As curator Chiara Bertini explains, the exhibition, reflected in its title, Joyne, aims to celebrate
00:31Nutella as a symbol of positivity and love for life.
00:35It represents a moment of joy, so all those who come to the exhibition and with whom I
00:43had the opportunity to travel together associate it with joy, and that's why it's part of the title,
00:51there's a game of words between joy and participation.
00:55Archived material, from old footage to prints, tells the story of how the family business
01:00has developed over the years. The main room is filled with limited edition jars on display.
01:06But it's Nutella fans who have shaped the history of the most famous chocolate spread in the world.
01:12Generation after generation, Nutella continues to be a significant part of their memories
01:17and their lives.
01:19Nutella is something that now belongs to the whole of Italy, it's something familiar,
01:26and it's also a reason to bring it closer to a smaller museum, so it's an intelligent
01:32operation, and also something that values something that we've all known for a long time.
01:38Nutella reminds me of my childhood, but also of the after, because I always eat it.
01:45It's something that's been with us since we were little, so it makes you feel good.
01:49Obviously you shouldn't abuse it, like all things, but why not?
01:54Sometimes you can make Nutella, it's good, we like it.
01:59On World Nutella Day, which takes place every year on February the 5th, visitors enjoyed
02:05a special tasting.
02:07Giorgia Orlandi for Euronews, in Rome.