Ferrero has launched a new 100% vegan alternative of Nutella in a bid to embrace the growing demand for plant-based products.

Nutella Plant-Based, which has been accredited by the Vegetarian Society, will be rolling out in selected European markets from this week.

It looks to deliver the same Nutella experience of combining the brand’s signature roasted hazelnuts and cocoa, but removing the milk and adding vegetal ingredients such as chickpeas and rice syrup.

The new breakfast spread will also display the Vegetarian Society Approved vegan trademark on its jars.

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Ferrero global president of Nutella Thomas Chatenier said: “We developed this innovation to provide a delicious new choice that delivers the unmistakable Nutella experience in a plant-based version, removing milk and adding other vegetal ingredients.

“Offering the same great taste, smooth texture and excellent quality that the Nutella brand is known and loved for.”

Vegetarian Society head of trademarks Vanessa Brown added: “We welcome Ferrero’s efforts to meet the needs and expectations of the millions of consumers following plant-based and vegan diets.

“We are pleased to announce that the new Nutella Plant-Based meets the Vegetarian Society’s strict criteria for vegan accreditation. One of the world’s most loved brands is now offering a plant-based option.”

It comes as Ferrero has also expanded its portfolio in the frozen aisle with the launch of new Nutella Ice Cream Tubs.

The 470ml tubs, which feature layers of Nutella, combined with hazelnut-flavoured ice cream and Nutella swirls, are currently available from Morrisons.