Ferrero, the Italian confectionery giant known for brands like Nutella and Kinder, has announced a 30 million euro investment in the Delacre factory in Nieppe, France. The factory, originally built in 1931, is owned by Fine Biscuits Company (FBC), a firm affiliated with Ferrero. This investment aims to revitalize the site, which has seen declining activity, and includes 700,000 euros in public subsidies. The funds will be used to introduce a new production line for Nutella Cookies—shortbread cookies filled with Nutella chocolate chips. The new production line features a dedicated oven and exclusive technology, allowing for the unique process of filling cookies with Nutella after they are baked. This requires precise aeration of the dough and sufficient thickness to prevent the cookies from exploding during the filling process. A specialized machine with 144 heads, each equipped with five needles, injects the Nutella into the cookies. Cameras and X-ray detectors automatically monitor the process to ensure quality and consistency. The investment also includes the construction of new storage spaces for Nutella drums. Currently, these drums are transported from Italy, but they are expected to eventually come from Ferrero’s Norman factory in Villers-Écalles, which is the world’s largest Nutella production site. Part of the funding will go toward employee training, with an anticipated 10% increase in staff. By early 2027, the factory’s workforce is expected to grow from 200 to 220 employees, with about fifty of them focusing on Nutella Cookies production. The choice of Nieppe was influenced by both the potential of the French market and the factory’s long-standing expertise. Since 1961, it has been the only factory in the world producing Delacre "Russian cigarettes," a type of biscuit. The Nutella Cookies are expected to supply all European markets, with launches beginning in Italy after a French test phase. This follows the success of previous Ferrero innovations, such as Nutella ice cream and Kinderini biscuits, which have shown how innovation can drive sales, especially in challenging retail environments. The Delacre factory in Nieppe, located in a small commune of just 1,800 people, is expected to follow a similar growth path to the southern Italian factory that produces Nutella Biscuits and Kinderini, which has nearly doubled its direct employment since 2019.