The brand, produced by the conglomerate Ferrero, will offer buyers a label with their name that can be attached to either 400 or 750 gram jars.
The new initiative – called “Nutella sei tu”, or “You are Nutella” – has already been successfully tested in Spain, France and Belgium.
Thousands of labels were made available in Spain over a two-week period and supplies ran out in two hours.
The company has also released an advertising campaign with the theme, “Buongiorno has a new name : You!” and is backed with a social media campaign using Facebook to reinforce relations between the company and consumers.
According to Italian media the company has had great success with promotions like World Nutella Day and now has 40,000 fans on Facebook and several thousand followers on Twitter.