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Your Nutella Fail

Your Nutella Fail

Dear Nutella,

We have to talk.

Firstly, I want to tell you that I do I love you – and I hope we can work this out. Up until now I felt like we’ve had a pretty good relationship. You’re the ideal chocolate hit for when I don’t want my children to see because it’s easier to scoop out a spoon of your delicious spread while standing in the pantry than it is to try to silently open a block of chocolate. So, thanks for that.

Your recent campaign with putting people’s names on jars of Nutella is genius! It’s something that I’ve done myself – bought multiple jars of Nutella and wrote our names on them, because who wants to share a jar of Nutella? That’s the kind of thing that can break up a relationship! (Really, it was one of my first fights with my partner. I bought a jar of Nutella, and then a couple of days later I went to have some Nutella and it was all gone. I nearly cried.) So brilliant. Good work.

Also as the parent of two children who will probably never find their names on existing labels, being able to personalise a label is also a very very good idea.

So far, so good.


W. T. F?

Seriously. Did your marketing team get drunk one day and be like :

“Let’s TELL people we can make them personalised labels, and then refuse to print names that we don’t like.”

“Haha that’s a great idea, we should discriminate against little girls named after Egyptian goddesses.”

“This’ll be great. People will love this. Pass me another beer.”

Okay, we get it I.S.I.S is bad. But Isis is a legit name. It really really is. And all that should have happened in this situation is if their computer or whatever system flags it as inappropriate an actual living, breathing, feeling person should have said “Whoops, sorry about that, I’ll print that label out for your small child immediately, sorry about the mix up.” SIMPLE. Fixed. Done.

But nope. The response was this really vague PR faux-pology.

Like all campaigns, there needs to be consistency in the way terms and conditions are applied. Unfortunately, this has meant there have been occasions where a label has not been approved on the basis that it could have been misinterpreted by the broader community or viewed as inappropriate.”


The broader community, aside from a few douchey bogans, are going “PRINT THE LITTLE GIRL’S NAME! WE’RE NOT THAT STUPID! WE KNOW IT’S NOT INAPPROPRIATE!!”

I’d understand if the names being banned were things like “Asshole” or “Dickhead” – that’s fair – but not printing actual names of real people isn’t cool!

Other names that have allegedly been refused (according to the general outrage on the Nutella Facebook page) include “Gay” (FYI Gay is my mother’s maiden name… it’s really really a real name… ) Jock (also a name) Sahar and Fatima (NAMES!!!!) and another parent was apparently told that her son’s name Jibril wasn’t acceptable.

Those things may or may not have happened, because we shouldn’t believe everything we read on Facebook but we do know that Nutella have refused to give a little girl a personalised Nutella label because they’re afraid of her name. Her name really isn’t scary. In the wise words of Dumbledore (or possibly Hermione Granger, depending on whether you’ve read the books or watched the movie first).


Her name isn’t scary! She’s a 5 year old girl who needs now more than ever to be told that her name is perfectly acceptable – and to heck with the people who made her name look bad – which by the way, we should maybe start calling them Daesh, (Or even Cystisis according to Adam Hills)because they apparently don’t like it and I’m all for doing things that they don’t like.

And I’m strongly against punishing a little girl for things that have absolutely nothing whatsoever to do with her.

Nutella. This isn’t okay. Actually, I feel like we should break up over this.

Sorry. Take care.




About Rachel Stewart

Rachel is the founder of Parenting Central Australia. She is raising two children, boy and girl, with her partner.She has a background in early childhood education, but right now is content to be a stay at home mum.She is passionate about birthing rights, breastfeeding and mental health. She enjoys crafting, drinking coffee (sometimes wine) and spending a little too much time on Facebook.

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  1. Shell Houghton

    So when the media publishes the headlines “Nutella spreads the Isis message” after they get a hold of a picture of that one jar???
    What then? Do you seriously think no reputation damage would be done? Yes it is a girls name, named after and Egyptian Goddess, but bigger picture, that ONE JAR could do irreparable damage to Nutella when the media go on their twisted truth campaign.

    • Amy Ahearn

      Yeah, nah. I don’t even see how the media would get a hold of the jar or why they’d bother. Isis was a name long before it was anything else. And Daesh have no real claim to it- Ferrero had a chance to reinforce that and instead let them win and made a family feel awful about their child’s name.

    • Shell Houghton

      In this day and age were nothing is sacred anymore, trust me they would get their hands on it, one public post and some bright spark is all it takes these days.
      Yes I believe they would twist the truth like you twist a knife in a jar of Nutella.

    • Melissa Kelsey

      why should nutella have more veto power over names than births deaths and marriages does? if it’s good enough for the government to deem an appropriate name, it should be good enough to have printed on a jar of spread for personal use by a little girl. making a little girl feel like her name is evil, or less than, or anything negative, is just so sad.

    • Parenting Central Australia

      I absolutely agree that the media can be manipulative, but I would like to think that most people would understand that Isis really is a girls name – especially if Nutella came out and explained that themselves if controversy did occur – and wouldn’t believe that Nutella is actually associated with terrorism. – Rachel.

    • Shell Houghton

      A lot would think, but I believe more would follow like sheep. Media manipulation is something that annoys me every day, gone are the days of journalist integrity long reign the days of sensationalised headlines. 🙁

    • Amy Ahearn

      They’d have to have sought comment from ferrero who would have cleared it up in two sentences at most. Instead, they catered to the whim of Daesh.

    • Parenting Central Australia

      It’s something that frustrates me also xx

    • Shell Houghton

      Amy, my point is some wont look past the headline and read the truth.
      I dont wish to spoil this article with an argument, I understand it is a beautiful name that needs to be claimed back from the mongrels that hijacked it, its just not Nutella’s responcibility to start the movement.

    • Shell Houghton

      (Ps Parenting Central Australia, your headline plays it well, not sensationalised, better, cause it made me read it)

  2. kinda ridiculous if you ask me. Its total discrimination against the poor child who has a lovely name that the media chose to label a terrorist group. Corporations like Nutella have the power to say there is nothing wrong with the girls name, Isis, why do they chose to tell the world that the name is bad! Come on Nutella, use your power for good not encouraging discrimination!

  3. kinda ridiculous if you ask me. Its total discrimination against the poor child who has a lovely name that the media chose to label a terrorist group. Corporations like Nutella have the power to say there is nothing wrong with the girls name, Isis, why do they chose to tell the world that the name is bad! Come on Nutella, use your power for good not encouraging discrimination!

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