September 21st, 2026
How Nutella® Plant-Based accompanies the evolution of the Italian breakfast A ritual that stays familiar as people's tastes and preferences change (content created in collaboration with Nutella® Plant-Based)
Try to imagine a traditional Italian breakfast. Coffee, something sweet, a slice of bread, maybe a cappuccino: the picture probably won't look all that different from one ten, twenty, or even thirty years ago. And yet, all you have to do is look at what we put on the table today to realise that something has changed.
In 2026, Plant-Based products are now part of many Italians' daily routines, so much so that even one of the most iconic names in our breakfast culture has launched something new. Nutella® Plant-Based, a hazelnut and cocoa spread made with plant-based ingredients, is a perfect reflection of this evolution: a ritual that remains deeply Italian, even as people's tastes and needs shift.
Because, at the end of the day, Italians' food preferences are changing, as is the attention we pay to what we choose to eat: some people opt for Plant-Based products every day, others only occasionally, some need to avoid lactose, and others simply want more alternatives to choose from.
It is precisely this variety that Nutella® Plant-Based speaks to: not by asking people to commit to a label, but by offering a new alternative for a moment of the day that, precisely because it is so deeply tied to our traditions, tells us a great deal about how we are changing.
The Italian breakfast is changing along with Italians
More than just a meal, breakfast in Italy is above all a matter of gestures. Making coffee as soon as you wake up, setting the table before heading out, dunking something into your cup, or stopping at the bar on the way to work. Even the time we dedicate to it is part of the ritual: quicker during the week, a slower pace at the weekend, when the table can stay set a little longer.
What is changing, in fact, is not so much the Italian way of having breakfast — sweet foods remain central, as does coffee, bread, or biscuits — but the variety and range of choices has grown. Plant-based drinks and Plant-Based products have become part of everyday life without erasing what came before, simply adding themselves as a new option alongside the traditional offering.
In this sense, Nutella® Plant-Based fits into an already existing habit rather than trying to rewrite it. The recipe with plant-based ingredients uses chickpeas and rice syrup as an alternative to milk, making it suitable for those who are lactose intolerant and for those following a vegan diet.
Breakfast has changed without ceasing to be a ritual
Perhaps it is precisely the repetitiveness of breakfast that makes it so interesting. It is one of the few moments of the day when we tend to repeat almost automatically the same gestures — use the same cup, sit in the same spot, choose the same flavours. And yet it is also one of the spaces where new eating habits find it easiest to take hold.
The ritual remains, while the possibilities multiply. And it is from the idea of transforming this daily rite without losing its familiarity that nss edicola returns with Fuori Orario, this time together with Nutella® Plant-Based.
Three events between Naples and Milan that have brought — and will continue to bring — breakfast out of the kitchen and into the early-morning soft clubbing scene: Pane & Nutella® Plant-Based, music and DJ sets to start the day in a different way. The first event was held at La Santissima in Naples, before moving to Milan at Cascina Cuccagna.
Because if in 2026 the Italian breakfast can take many more forms, it's worth finding out what happens when, instead of going to sleep after the club, you go to the club for breakfast.
