Nutella is making a £2.8m investment behind its recently launched Nutella B-ready product – the brand’s first move into the biscuits category in the UK.

The campaign spans multiple channels including a brand new 30-second TV advert, which hit the nation’s screens this weekend and will run through to mid-October.

Focusing on the elevenses moment, the ad shows a range of scenarios where people try to sneak a jar of Nutella out of their bag or pocket and spread nutella over different foods such as crackers, bread or bananas.

The ad then shows a woman on a train pulling a box of Nutella B-ready from her bag. She takes one of the individually wrapped bars, and enjoys. At that point, the voiceover narrates: ”If you love Nutella in a jar, here it is in a bar!”

Levi Boorer, Ferrero UK customer development director, said: “The nation really does love Nutella and people eat it in many different ways. We wanted to bring this to life, whilst showcasing our new Nutella B-ready product that allows people to enjoy the taste of Nutella wherever they are.”