Costco has introduced a new line of Kirkland Signature private brand Hazelnut spread designed to directly compete with Nutella. And in true Costco private brand fashion, it is just as good and significantly cheaper.
The Kirkland Signature version is a package of two 35.2-ounce jars for $7.99. Nutella is priced at $13.99 for two smaller 33.5-ounce jars on Costco’s online.
As Food & Wine points out, the Costco version is 7¢ cheaper per ounce than Nutella, charging 14¢ per ounce verse 21¢ per ounce for Nutella, which makes the Kirkland version almost 30% cheaper.