Nutella® Buongiorno, the new limited edition in partnership with ENIT, dedicated to 10 Italian art cities

Introducing Nutella® Buongiorno, the new 2026 limited edition collection brought to you by Nutella® and ENIT. The project is part of an ongoing journey, now in its fourth year, progressively designed to showcase the beauty spots of Italy.

The initiative’s institutional partner is ENIT, the Italian tourist board, which has made a significant contribution to defining and telling the stories of the featured Italian cities, selected according to clear and objective criteria, namely total number of visitors as of 1 January 2024, having over 100,000 inhabitants, representing the country’s three macro-areas from North to South, and identifying iconic attractions that make each destination immediately recognisable, with at least one distinctive monument or symbol per city.

Turin, Milan, Venice, Bologna, Florence, Perugia, Rome, Naples, Bari and Palermo are therefore starring in a series of illustrated jars developed with the creative contribution of illustrator Antonio Colomboni, whose work marks a shifts from the photography of previous editions to illustration and visual creativity.

This evolution heralds a new era in the story, beginning with the iconic, beautiful, or lesser-known views and landscapes of the first Ti amo Italia (I love you, Italy) collaboration, moving on to Nutella® Buongiorno, which celebrated the beauty of Italian sunrises, and now featuring visitors’ favourite Italian art cities and their symbols and cultural identity, consolidating a project that, over time, has made telling Italy’s story a distinctive and iconic element.

Through a collection of illustrated jars, Nutella® is interpreting the symbols, architecture and atmospheres of the featured cities, transforming each jar into a visual story capturing places, memories and traditions. 

“Italy is confirming its status as one of the world’s most sought-after countries, and its art cities are its most iconic and recognisable image, as well as an incredible incentive for travellers to explore less frequented areas and broaden their view of the country's overall richness. As part of this journey, partnership with Nutella® is a strategic choice for us, since tourism and food & wine are an effective team for sharing the story of Italy in an authentic and contemporary manner. We are especially happy with this edition, which has succeeded in creatively combining the taste of the images and that unmistakable taste they represent.” (Ivana Jelinic, CEO of ENIT).

“Nutella® has always held a special place in its consumers’ hearts, establishing a dialogue with them that is all about creativity, sharing and passion for a brand equal to the task of becoming a cultural icon spanning entire generations. The journey undertaken alongside ENIT showcases Italy through an accessible and recognisable language. This new limited edition celebrates 10 great Italian art cities in a collection of unique jars representing our country’s iconic symbols, places and traditions.” (Fabrizio Gavelli, Chairman and CEO of Ferrero Commerciale Italia).

On the back of each jar there are also 10 culinary specialities associated with the featured city, further enriching the story of that area by offering a glimpse of its local cuisine and traditions, with delicacies ranging from Neapolitan sfogliatella, Roman maritozzo and Umbrian torta al testo to Sicilian buccellato and the baci di dama of Turin or Venetian "veneziana". 

For each city, the illustrated jars depict some of the most representative places and iconic elements: