Costco loves us so much it’s making its own Nutella for us now

Illustration for article titled Costco loves us so much it’s making its own Nutella for us now
Photo: Tim Boyle/Charly Triballeau/AFP (Getty Images)

We are lucky enough to have many things we are fond of in life. Our beautiful family. Gilmore Girls. Costco. Nutella. So imagine our joy when some of those things combine. No, Costco isn’t opening a branch of Luke’s Diner, which would be awesome, but good enough: It is creating its own, less expensive brand of hazelnut spread similar to Nutella.


Money and other outlets are reporting this morning that the new Kirkland brand of “Hazelnut Spread” is in fact cheaper than the Nutella brand: “Earlier this week, a Costco customer posted a photo on Reddit of a new hazelnut spread being sold under the Costco store brand Kirkland. It was priced at $7.99 for a package of two 35.2-ounce jars. On a unit price basis, that’s just $0.11 per ounce, which is far cheaper than Nutella prices at Amazon, Walmart, or Costco itself.”

As Money astutely points out, both Nutella and Costco have fans that are a little, shall we say, obsessive. So we wouldn’t be surprised if riots over this new more affordable hazelnut spread break out in American Costcos, like those Nutella fights did in France. But honestly, we’re just happy that Costco cares enough about us to follow our interests so closely. We’ll be looking for those Gilmore Girls box sets on our next visit.

Gwen Ihnat is the Editorial Coordinator for The A.V. Club.



0600, Costco sample stations briefing room:

“Alright you shits, I want dedicated hazelnut spread stations on every other aisle from sparkling water all the way down to mixed nuts. Frozen appetizer specialists, you’re pushing this stuff too. I don’t care if you have to smear it on a pizza roll before they stuff it down their fat maws, this spread is going everywhere. Johnson, you’re setting up a station in consumer electronics, and- don’t give me that look, we need to hit these bastards hard and fast with hazelnut. There’s a new game in town people, and those sons of bitches at Nutella are going to know it by the end of the day.”

“Alright, enough from me. Godspeed all, and good luck. Oh, and Diane? Please set up one station for pimento cheese spread by the seafood.”