I, coincidentally, picked up one of those free newspapers at transit hubs. Flipping through the pages, mostly advertisements and public notifications, I saw a brief article on the future of Nutella. I couldn’t help but digging into it. Barilla, the company known for their pastas, is jumping into the market of chocolaty spread with a “healthier” formula.
Nutella, the brand-named hazelnut and chocolate spread, is a must-have on any Italian breakfast table. I never heard of it before landing on Italian soil. But, then, everywhere I turned, there was Nutella. It is thick but smooth. The chocolate and nuts help to balance its sweetness. Its taste pleases one’s palate and its nutty fragrance stirs up fantasies.
Nutella not only captured the hearts and souls of Italian people, but also spread its charm into the neighboring countries. Some of my European friends can’t live without it. In the last decades, many organic products had reduced some of its market power. Meanwhile, it had reached the shores of the United States. Yet, most Americans stick with their peanut butter—chunky and/or smooth.
Although I don’t have a sweet tooth, I do like Nutella and peanut butter both. Nutella will always remind me of my brief sojourn in Italy. Peanut butter will remind me of my aunt from Hsinchu (新竹) and her visits.
Hsinchu ayi is mom’s eldest sister. She and mom share many resemblances, except that her facial structure is slimmer. She has a very gentle way of expressing herself. All her children are much older than me and my brother. Auntie used to spoil us with all kinds of specialty treats. She would bring us Hsinchu rice vermicelli; meatballs AND peanut butter.
Now a center of high-tech research and industry, Hsinchu used to be a quiet town. Its sunny and windy climate is perfect for production of rice vermicelli. Steamy and soft noodles are bundled, shaped, flattened and set on bamboo stands to air-dry. Hsinchu rice noodles are known for its al-dente texture.
Hsinchu meatballs are called “gong-wan” (貢丸). They were originally named after the producing method— “pounding” (摃) seasoned ground pork into paste. Their modified name 貢 means tributes or gifts (to the Imperial courts). The paste is shaped into walnut-size balls and boiled. These meatballs are great sources of umami.
While the noodles and meatballs would be eaten within a few days, the peanut butter would last for a little longer. Freshly ground roasted peanuts were very different than the factory productions. Opening the jar, one would be rewarded with the rich aroma of roasted nuts. Polite or not, I would scoop some with a spoon and let the paste melt in my mouth. I always enjoyed peanut butter on a toast for breakfast. Mom would warn me how fattening peanut butter was, so I would not keep digging into the jar.
Sweet memories. . .. Will the new rivalry force Nutella to make any changes?