Confectionery giant Ferrero opened a permanent Nutella Cafe in the heart of New York City this week.

The cafe, the brand’s second in the US after its debut in Chicago last year, is designed to create “an authentic Nutella experience all year-round” with a menu of Nutella-centric foods and specialty espresso beverages.

“We are thrilled to celebrate the grand opening of Nutella Cafe New York in one of the greatest culinary cities in the world,” said Rick Fossali, VP of operations at Nutella Cafe. “The response to our first Nutella Cafe in Chicago has been outstanding, and we cannot wait to treat New Yorkers and tourists alike to a wonderfully delicious Nutella experience showcasing the uniqueness and versatility of this beloved product.”

The menu at the Nutella Cafe New York will include all-day dishes such as freshly baked breads, pastries, breakfast specials, desserts and gelato – all featuring Nutella hazelnut spread.

Highlights include Chicago favourites like the Pound Cake Panzanella and Grilled Baguette, along with several items which are exclusive to the New York location: Hazelnut Blondies with Nutella hazelnut spread; multi-grain Piccolino (“little one” in Italian) freshly baked croissants; Grilled Banana Bread with Nutella, warmed and topped with fresh banana slices and toasted hazelnuts; Chia and Hemp seed pudding, topped with Nutella and fresh banana slices; Frozen Nutella Pops and a “Create Your Own” station that allows customers to pick their favourite base with Nutella and customise it with their own choice of fillings and toppings.

Nutella Cafe New York is located at 116 University Place, a stone’s-throw from Union Square.  

Nutella was created in 1964 by Michele Ferrero, based on the recipe for Giandujot developed in 1946 by his father, Pietro Ferrero – a confectioner and the founder of Ferrero – in Italy’s Piedmont area. These days it is sold in more than 170 countries.