Tired of rushed mornings and the same old routine? Nutella wants to change that. With its new Selamat Pagi Nutella campaign, the beloved hazelnut spread brand is helping Malaysian fall back in love with breakfast.
Launching 1 July 2025, the campaign includes three limited edition 680g jars, featuring sunrise views from iconic local landscapes of Mount Kinabalu in Sabah, Taman Tasik Titiwangsa in Kuala Lumpur, and Pulau Perhentian in Terengganu. Each jar also includes a QR code that unlock easy, local-inspired breakfast recipes for every type of home cook.
Inspired by Malaysia, Made for Every Table
Malaysia’s breakfast culture is vibrant and full of character. From nasi lemak to roti canai, it reflects the country’s rich heritage. Nutella’s limited-edition jars celebrate this, not only with beautiful designs but also with recipes that bring local flavour and creativity to life.
Home cooks can enjoy Roti Canai French Toast, Nutella Roti Canai Fruit Wrap, and even Roti Celup Telur with Nutella all is quick, simple, and delicious. For a gourmet touch, Nutella partnered with celebrity chef Reynold Poernomo to create a special Baked Roti Canai with Nutella, blending traditional flavours with Nutella’s unmistakable taste.
A Café Twist with Grumpy Bagels
To make breakfast even more exciting, Nutella has teamed up with Grumpy Bagels for a limited time collaboration from 1 to 14 July 2025. Their special creation, the Yuzu Cream Cheese Bagel with Nutella, offers a bold yet refreshing start to any day.
Guests who buy this bagel and spend RM100 or more can spin the wheel to win exclusive goodies. Prizes include Nutella x Grumpy Bagel tote bags, T-shirts, gift sets, Nutella B-Ready, and Nutella Biscuits which is perfect for Nutella lovers looking to make mornings a bit more magical.
Turn Mornings into Meaningful Moments
For many, mornings can feel like a blur, especially for busy parents juggling routines and school runs. But Nutella wants to remind everyone that breakfast can be a joyful, shared moment, even with just toast and a spoonful of hazelnut spread.
“Simple breakfast ideas can go a long way in creating memorable starts,” said Diane Gan, Head of Cluster Brand Marketing Nutella, Southeast Asia. “We hope to inspire more families to pause, share a smile, and start their day right.”
Whether you’re exploring fun recipes at home or visiting Grumpy Bagels in the Klang Valley, Nutella invites you to share your “Selamat Pagi” moments by tagging them on Facebook or Instagram. Limited edition jars will be available at major retailers nationwide starting July.
