A new test by German consumer group Stiftung Warentest has found that Nutella is no longer the top-rated hazelnut-chocolate spread, according to SWR3. A discounter brand and a vegan alternative both finished ahead of the market leader in the latest rankings.
The results, reported by SWR3 and other German outlets on Wednesday, mark a notable shift for Nutella, which has long dominated the category. Bild, n-tv, and Welt also covered the findings, with headlines noting that Nutella "slid down" or finished only in third place.
Per the coverage, the winning products include a hazelnut cream sold by a discounter and a plant-based spread. The Thüringer Allgemeine specifically highlighted a "Goldhelm" brand cream as beating Nutella in the test. Stiftung Warentest evaluates such products on taste, ingredients, and labeling, among other criteria.
The exact scores and specific product names were not detailed in the available summaries. However, the broad outcome is clear: consumers looking for a cheaper or vegan option may now have a better-rated choice than the iconic Ferrero product.
This is not the first time Stiftung Warentest has challenged a major brand's reputation, but it underscores how private-label and niche products are closing the quality gap. For shoppers, the practical takeaway is to compare labels and prices rather than defaulting to the most famous jar.
Watch for the full Stiftung Warentest report release, which will include detailed tasting notes and ingredient analysis for each spread tested.
