In what might be the most expensive toast topping ever conceived, luxury fashion house Louis Vuitton has turned breakfast into a designer experience by launching a hazelnut-chocolate spread – and it’s already causing a stir online.
The spread, officially called Le Chocolat Maxime Frédéric at Louis Vuitton, was developed in collaboration with celebrated pastry chef Maxime Frédéric, and originally retailed for between €35 and €50 (R700 – R1 000) – a price tag that already dwarfs your regular Nutella jar.
Exclusive jars
But in true luxury fashion, it didn’t stop there.
The exclusive jars were only sold at two Louis Vuitton boutiques: Paris’ prestigious Place Vendôme and London’s New Bond Street.
As expected, they sold out almost immediately, turning into a viral sensation – and a collector’s item.
Resale Frenzy
Now, jars are appearing on resale platforms like eBay for jaw-dropping prices of up to $1 799.99 (R31 150) – about the price of a used car or a few months’ rent.
The spread is made from Piedmont hazelnuts and single-origin cacao, with no shortcuts taken in the ingredients list – or the branding.
While many online are calling it “Nutella that went to business school in Europe,” others are simply stunned by how quickly Louis Vuitton turned a humble breakfast spread into the next luxury flex.
Social Media Reactions
Reactions online range from admiration to disbelief:
- “For that price, it better come with a Birkin spoon.”
- “Crying in peanut butter.”
- “I just wanted toast, not a financial commitment.”
What’s Next?
In the age of luxury everything – from bottled air to gold-dusted sushi – Louis Vuitton’s latest move sends a clear message: nothing is safe from being ‘luxury-fied’.
Because in 2025, apparently even breakfast needs a designer label.