Nutella, the leader in chocolate spread was challenged two years ago when Barilla’s similar chocolate spread, called Pan di Stelle and made from the original chocolate cookie snack, joined what was pinned as the “jar war”: a competition in Italy of leading companies producing particular sweet spreads. But who would think of competing against Nutella, the mother of all spreads? And yet they are facing an attack from “…the pasta section,” according to Reuters. And now it seems that the candy aisle has joined in: the long known candy company, Le Bonelle Gelees, has now joined the war with its most popular candy, Rossana, in a spreadable cream form.

In 1946, the brothers who created Nutella, Pietro and Giovanni Ferrero, had come up with the spread’s recipe to avoid using too much chocolate, which was more expensive than hazelnuts, and instead they focused on increasing the amount of nuts. After only 9 months, Ferrero was selling over 10 tonnes of Nutella. The successful spread that we know today became a brand in 1964. The company now sells over 365,000 tonnes of Nutella worldwide annually and the biggest buyers are Germans, French, Italians and Americans.