Nutella spreads Malaysian pride with limited-edition jars and café collab

Nutella is giving Malaysian mornings a makeover with the launch of its “Selamat pagi” ('good morning') campaign, which includes limited-edition jars, local-inspired recipes, and a breakfast partnership with local café Grumpy Bagels.

As part of the campaign, Nutella has rolled out three jars featuring Malaysian sunrise landscapes from Mount Kinabalu, Taman Tasik Titiwangsa, and Pulau Perhentian. Each jar includes a QR code that links consumers to four Malaysian-inspired breakfast recipes, including a 'roti canai' ('flatbread') French toast and a Nutella fruit wrap, aimed at encouraging breakfast creativity and local pride.

Nutella also collaborated with Southeast Asian chef Reynold Poernomo to create a bespoke dish, the 'baked roti canai' with Nutella, which merges traditional Malaysian flavours with the brand’s signature hazelnut cocoa spread.

Don't miss: Nutella unveils infectious sonic branding to spread positivity

In a bid to tap into café culture, Nutella has teamed up with Grumpy Bagels in Kuala Lumpur to introduce a limited-time yuzu cream cheese bagel with Nutella. Available from 1 to 14 July, customers who purchase the bagel and spend at least RM100 stand a chance to win exclusive campaign merchandise through an in-store spin-the-wheel activation.

The campaign leans into local sentiment, food nostalgia, and community rituals, while pushing Nutella’s positioning as a feel-good morning staple. The limited-edition jars are available at major retailers nationwide starting this month.

"For many Malaysians, mornings often revolve around routines that feel rushed and repetitive. This is especially true for mothers who juggle between structuring their children's daily routines to preparing them for school, all while making sure everyone has a vibrant start to the day. We understand that even deciding what to make for breakfast can become a daily stress," said Diane Gan, head of cluster brand marketing Nutella, Southeast Asia.

She added, "With the 'Selamat pagi' Nutella campaign, Nutella hopes to ease that pressure by introducing simple, local-inspired breakfast recipes that add excitement and warmth to breakfast tables. Whether it's a fun take on roti canai or just a simple slice of toast with Nutella, we want to help families rediscover the joy of breakfast and turn simple mornings into memorable moments. Because when mornings start with positivity, it sets the tone for the rest of the day." 

This isn’t Nutella’s first jar refresh in Malaysia. Last year, the brand launched its “Malaysian flavours with a touch of Nutella” series, spotlighting cities such as George Town, Kuching, and Malacca with QR-linked recipes.

Earlier last year, Nutella also celebrated World Nutella Day as part of its 60th anniversary with a global #GiveANutellaSmile campaign. The activation featured jars adorned with character designs such as “The superhero”, “The rockstar”, “The romantic”, and “The chef”, aimed at spreading joy and togetherness around breakfast tables worldwide.

Related articles: 
The classic Monopoly set just got a Malaysian makeover   
Carlsberg creates 'mesmeRICEsing' cans inspired by Sabah and Sarawak     
ZUS Coffee and Pestle & Mortar partner to celebrate Malaysian creativity