Nutella has asked the owner of a popular Nutella fan site to remove all items from the website that contain the product's name or logo.
Sara Russo, the owner of the site, started it in 2007. Shutting down the site also means shutting down World Nutella Day, which has been celebrated on February 5.
Russo shared the news she received from Ferrero, maker of Nutella. She said she was surprised to receive a cease and desist letter from them because she had contact with several people in the company for years.
"The cease-and-desist letter was a bit of a surprise and a disappointment, as over the years I've had contact and positive experiences with several employees of Ferrero, SpA., and with their public relations and brand strategy consultants, and I've always tried to collaborate and work together in the spirit and goodwill of a fan-run celebration of a spread I (to this day) still eat," she wrote.
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Russo said she hopes World Nutella Day will still be celebrated, despite Ferrero's objections to it.
Soon after she posted the message on her site, word spread on social media sites. Fans expressed their disappointment in the company for shutting down something that praises Nutella and promotes the product.
"This is some sad news. And I actually lost respect and love for Ferrero. You've nothing but promote Nutella. They should thank you and send you Nutella for a life time. And not send cease and desist letters," a fan wrote on Facebook.
The site owner said she put together the site and the event because she is a huge fan of the product, not because she was looking for money.
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"I would have been open to any kind of discussion. It didn't have to be a legal document," she said.