In a world where mornings are often rushed, filled with traffic jams, and repetitive routines, Nutella invites Malaysians to slow down, rediscover the joy of breakfast, and start the day with positivity with three limited edition 680g Selamat Pagi Nutella jars, four local-inspired recipes, and a limited-time breakfast collaboration with Grumpy Bagels.
Malaysia is home to some of the world’s most breathtaking landscapes from misty highlands and serene lakes to golden beaches. Its diverse breakfast traditions, such as nasi lemak and roti canai, reflect the country’s rich, multi-ethnic culture. Inspired by this, Nutella has introduced a series of limited-edition jars featuring sunrise landscapes from three iconic locations including Mount Kinabalu in Sabah, Taman Tasik Titiwangsa in Kuala Lumpur, and Pulau Perhentian in Terengganu available nationwide from 1 July onwards. Each jar is also embedded with a QR code linking to a local-inspired breakfast recipe perfect for all skill levels, from complete cooking novice to seasoned home cooks. These recipes include the Roti Canai French Toast, Nutella Roti Canai Fruit Wrap, and Roti Celup Telur with Nutella. As part of the campaign, Nutella has also teamed up with renowned Southeast Asian award-winning chef, Reynold Poernomo to create a bespoke Baked Roti Canai with Nutella recipe – a delightful fusion of Malaysian food culture and the joyful, unmistakable taste of Nutella’s signature hazelnut and cocoa spread.
Diane Gan, Head of Cluster Brand Marketing Nutella, Southeast Asia said, “For many Malaysians, mornings often revolve around routines that feel rushed and repetitive. This is especially true for mothers who juggle between structuring their children’s daily routines to preparing them for school, all while making sure everyone has a vibrant start to the day. We understand that even deciding what to make for breakfast can become a daily stress. With the Selamat Pagi Nutella campaign, Nutella hopes to ease that pressure by introducing simple, local-inspired breakfast recipes that add excitement and warmth to breakfast tables. Whether it’s a fun take on roti canai or just a simple slice of toast with Nutella, we want to help families rediscover the joy of breakfast and turn simple mornings into memorable moments. Because when mornings start with positivity, it sets the tone for the rest of the day.”
To elevate mornings even further, Nutella has partnered with Grumpy Bagels to introduce the Yuzu Cream Cheese Bagel with Nutella, adding a bold yet refreshing twist to the café’s menu from 1 to 14 July. During this period, customers who purchase the bagel and spend a minimum of RM100 in the café will also stand a chance to spin the wheel and win exclusive rewards – making their Selamat Pagi Nutella experience even more uplifting. These rewards include limited-edition Nutella x Grumpy Bagel Tote Bags, Nutella x Grumpy Bagel T-shirts, Nutella x Grumpy Bagel gift sets, Nutella B-Ready, and Nutella Biscuits.
Throughout this campaign, Nutella invites Malaysians to brighten their days whether by trying fun recipes on breakfast favourites or finding joy in quiet moments with people who matter the most and share their positivity by tagging Nutella on Facebook or Instagram. Those within the Klang Valley can also visit Grumpy Bagels to turn their grumps into grins with the limited-edition Yuzu Cream Cheese Bagel with Nutella. Limited-edition Selamat Pagi Nutella jars featuring iconic Malaysian sunrise landscapes will be available in 680g at leading stores nationwide starting July 2025. To learn more about the Selamat Pagi Nutella campaign, please visit www.nutella.com/my/.