Costco Sweetens the Set With Hazelnut Spread

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.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.