Nocilla

Nocilla is a Spanish brand of hazelnut and chocolate spread similar to Nutella.[1] It is sold in Spain and Portugal, was first launched in the late 1960s, and after its acquisition from Unilever in 2002 has been manufactured by Nutrexpa.[2][3][4]

Nocilla
TypeSpread
Place of originSpain
Main ingredientsSugar (56%)

Slogan

Leche, cacao, avellanas y azúcar... ¡¡No-ci-lla!!: "Milk, cocoa, hazelnuts and sugar... No-ci-lla!!"

History

At the end of the 1960s, the Starlux group was inspired by a product of the Italian Ferrero group, the Nutella spreadable cream, to develop its own product for the Spanish market. Nocilla dough has a third less hazelnut paste than Nutella. Nocilla's first slogan was ¡Qué snack! To make itself known among young people, Nocilla sponsored sports camps, children's events and bet heavily on advertising. In this way, Nocilla positioned itself as the main brand in its sector.[5]

In 1997, Starlux shareholders sold the firm to the Knorr group,[6] which later passed into the hands of the Anglo-Dutch multinational Unilever. Five years later, the owners sold the brand to Grupo Nutrexpa, known for being the manufacturer of Cola Cao. Under their management, Nocilla launched new flavors and other products, such as buns.[7] After the division of Nutrexpa into two companies in 2014 and the distribution of the products of the old Nutrexpa between the two new companies that began operating in 2015, Nocilla was under the ownership of Idilia Foods, which is the one who manufactures it today.[8]

See also

References
  1. Guillén, M. (2005). The Rise of Spanish Multinationals: European Business in the Global Economy. Economía y empresa. Cambridge University Press. p. 47. ISBN 978-0-521-84721-6. Retrieved December 9, 2017.
  2. Guillén, M.F.; Flórez, P. (2006). El auge de la empresa multinacional española. Colección Economía y empresa (in Spanish). Marcial Pons - Ediciones Jurídicas y Sociales. p. 55. ISBN 978-84-9768-286-2. Retrieved December 9, 2017.
  3. Grant, T. (2008). International Directory of Company Histories. International Directory of Company Histories. St. James Press. p. 286. ISBN 978-1-55862-613-3. Retrieved December 9, 2017.
  4. Brand information at Nutrexpa site
  5. La Vanguardia, ed. (20 October 1968). "Publicidad de Nocilla de 1968" (in Spanish). Retrieved 19 May 2010.
  6. La Vanguardia, ed. (27 February 1997). "Danone y Findim venden Starlux al grupo americano CPC, que produce seopas Knorr" (in Spanish). Retrieved 19 May 2010.
  7. El País, ed. (17 April 2002). "Nutrexpa compra a Unilever las marcas Nocilla y Mesura". El País (in Spanish). Retrieved 19 May 2010.
  8. Pellicer, Lluís (19 June 2014). "Los accionistas de Nutrexpa dividen el grupo para permitir la sucesión". El País. Retrieved 6 November 2016.
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