What is Gianduja?

What is Gianduja

There are two different meanings to the word “gianduja” in Italy. Depending on who you ask, your answer will be “a traditional Carnival mask” or “a delicious, satin paste made of chocolate and hazelnuts.”

So, What Exactly is Gianduja?

Gianduja originated in Turin, Italy in 1806 by confectioners who were brainstorming ways to reduce the cocoa content in chocolates without reducing the flavor. This was initiated because of the rise in cocoa prices, caused by a scarcity of the product after Napoleon Bonaparte banned it from being imported from the United Kingdom. The confectioners had the ingenious idea to mix the little cocoa powder they had with the paste accumulated from grinding hazelnuts. The result of mixing the two together was a velvety, satin paste that stole the hearts of locals.

Loved Around the World

Today gianduja chocolates and confections are available around the world in different sizes, flavors, and prepared in different methods. This Italian-originated paste is made by large companies – such as the Lindt & Sprüngli group – and small cafes and shop owners around the world.


What is Gianduja?

Through learning about the history and what gianduja is, you may have figured it out by now. The chocolate hazelnut paste that was made famous back in 1806 is most famous now as a chocolate spread that has become a global phenomenon – Nutella.

Nutella is an official brand name for gianduja, made by the company Ferrero. It was originally called “Pasta Gianduja,” rebranded to “Supercrema,” and finally rebranded as “Nutella.” It’s important to keep in mind that gianduja is merely a paste made of chocolate and at least 30% hazelnut paste. Popular brands and confectionaries may use gianduja to enhance their products – but it’s not pure gianduja. For example, Nutella contains gianduja accompanied by sugar, palm oil, milk powder, and synthetic vanillin, making gianduja just a component.

Gianduja-Infused Products

Here is a list of products besides Nutella that has gianduja in them!

Rigoni di Asiago Nocciolata Organic Spread

What is Gianduja?

If you want a chocolate hazelnut spread that is slightly healthier – more organic, non-GMO, and gluten-free – this is the product for you! It comes in three different versions: cocoa & milk, dairy-free, and vanilla.

Kinder Bueno Chocolate Bar

What is Gianduja?

If you’ve never tried a Kinder Bueno candy bar before, you’re missing out! Beneath a layer of silky milk chocolate lies a crispy wafer filled with whipped hazelnut cream.

Amedei Gianduja Chocolate Bar

What is Gianduja?

This bar is a Toscano original bar made of extra pure cocoa, hazelnuts, and sugar.

Cacao Nocciole Hazelnut Spread

This is a spread that is similar to Nutella – but the company boasts of acquiring its hazelnuts from Alta Langa, Piedmont (the place of origin for gianduja). It contains just three ingredients: hazelnuts, cacao, and cane sugar. If you want to experience a true hazelnut spread from Italy, this is a must-have!

Where to Buy Pure Gianduja

  • You can search on Amazon for “gianduja chocolate,” where you’ll find a wide variety to choose from.
  • You can visit a local chocolate shop that has perfected the art of incorporating this velvety paste into their goods.
  • Or you can visit authentic Italian chocolatier websites.

Easy Recipe

If you wanted to try your hand at making gianduja yourself instead of buying it, we don’t blame you! It’s one thing to eat chocolate that you buy and it’s another to eat chocolate made from your own hands! Here is our favorite gianduja recipe from

Gianduja is Rich and Creamy Goodness

What is Gianduja?

Through gianduja’s rich history, it’s evident why this paste is so famous around the world. Hailing from Italy, this mix has become a staple ingredient for bakers and companies around the world to create delicious, mouth-watering confections and pastries.

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