It has come – the apocalypse of all things Nutella. Melbourne’s unthwartable obsession with this hazelnutty chocolatey concoction of the gods was exacerbated this year by the ongoing Nutella donut fad. This brought on a temporary nation-wide shortage when the commercial size three-kilogram tubs went out of stock – sorry guys, our bad. Now that this situation has eased, it would seem we are yet to learn our lesson as we are headed titanic-style for another potential shortage, with cafes and restaurants in Australia’s culinary waters jumping on the bandwagon and incorporating the sweet spread into their desserts, and now a pop-up extravaganza.
Nutella, an international artifact of indulgence (its sugar content semi-justified by the nutritional addition of hazelnuts, and also semi-irrelevant given its adaptability and scrumptiousness) has seen uninhibited global popularity for 51 years. As of late however it has been presenting itself in increasingly seductive forms. We have the ubiquitous Nutella donuts, now available at every café and milk bar in Melbourne, which have swiftly progressed into Nutella donut milkshakes – gluttony in epic proportions, with establishments battling it out to bring us the best kind of decadence in a glass jar. And now there is a pop-up event solely devoted to the heavenly spread.
As an ultimate tribute, tomorrow, from 9am until sell out, the Alehouse Project in Brunswick East will be selling Nutella bento boxes from their takeaway window for $10*, each containing a Nutella peanut-butter s’more, a Nutella salted-caramel chocolate truffle and a Nutella-and-maple tart with smoke hickory Italian meringue. If that doesn’t make you uncomfortable I don’t know what will. So go ahead, purge your sins, cure your ills and join the fray (and probably queue) to enjoy the fruits of our culture’s hedonistic pursuits at 98-100 Lygon Street, Brunswick East. Hakuna matata.
*heads up, cash only.