Naples, city of myths, layered culture and culinary traditions

The Nutella® Buongiorno limited edition, produced in collaboration with ENIT, also includes Naples, chosen as one of the cities of art representing Italy's heritage. The design tells the city’s story through several elements expressing its identity - Maschio Angioino castle, the Gulf of Naples and Vesuvius and the Quartieri Spagnoli - accompanied by a recipe inspired by local culinary traditions.

Naples has its origins in antiquity. The city was founded in the 6th century BC by the Ancient Greeks, under the name of Parthenope, on the small island of Megaride, where Castel dell'Ovo now stands. The name is said to derive from the mermaid Parthenope who, after failing to enchant Ulysses with her song, allowed herself to die, giving rise to the city's founding myth. Through the centuries, Naples has undergone various rules - Byzantine, Norman, Angevin, Aragonese and Bourbon - which have profoundly influenced its urban and cultural development. The city was a major Mediterranean port and played a significant role in the spread of Greek culture in the Roman world. Today, the historic centre is recognised as a UNESCO World Heritage Site, a testament to its many-layered past.

The elements depicted on the jar include Maschio Angioino castle, one of the main symbols of the city. It was built in the 13th century and, over time, has been a royal residence and a centre of power. Less well-known is the castle’s Triumphal Arch, between the towers, a Renaissance addition celebrating Alfonso of Aragon's arrival in Naples and creating an architectural contrast between the castle’s medieval structure and more recent decoration.

The visual narrative is completed by the Gulf of Naples and Vesuvius, defining elements of the city which represent its visual identity in the collective imagination all over the world. The volcano is still active and has, for centuries, been a constant presence, both natural and symbolic, as a companion and confidante.

Alongside these elements, the Quartieri Spagnoli represent the more everyday side of the city. Founded in the 16th century to house Spanish troops, this district has developed over time as one of the city’s most distinctive urban fabrics, made up of narrow streets, densely packed buildings and a strong popular identity.

On a culinary level, the story is completed by Sfogliatella, one of the most famous pastries in Naple's tradition. Its origins are rooted in the monasteries of the Campania region, where it was invented as a dish made from simple ingredients. Less well known is its story, evolving over time from the original monastic version through different variants and finally becoming one of the most iconic features of Neapolitan confectionery. The recipe provided on the jar reinterprets sfogliatella using Nutella®, upholding the tradition while giving it a contemporary flavour.