OK, Nutella fiends — you’ve probably heard by now that Eataly (200 Fifth Avenue) is replacing its wine shop, shuttered at the behest of the state, with a shop dedicated to Nutella, that chocolate-hazelnut spread that Italians spackle on good bread (and Americans, best we can tell, eat by the spoonful straight from the jar). The shop opens Monday, May 12, at 5 p.m., and on that night only, it’ll give away free Nutella on bread in celebration.
Eataly’s relationship with Nutella runs deep, says Eataly brand ambassador Dino Borri. “The founder of Nutella was born in Alba, where Eataly was also founded,” he says. “So we have deep roots and relationships. We also think that Nutella is one of the greatest sauces in the world.”
So great, in fact, that the Chicago opening of Eataly came with a Nutella bar, which Borri says has been a great success. “People were asking for a Nutella bar in New York,” he says, and on Monday, they’ll get one.
New York’s Nutella bar will offer the classic colazione all’italiana and merenda all’italiana — that bread spread with Nutella, which serves as both a traditional breakfast and snack in the Mediterranean. “Every Italian grew up with this,” says Borri. You can also get the hazelnut-chocolate goop on croissants, crepes, and cookies, all of which are made in house, and you can pick up jars to take home.
Pair your treat to a coffee, which will be on offer, too.
The Nutella bar will be open daily from 10 a.m. until 11 p.m.