Nutella’s Big Bread Question

Sponsored by Nutella

Mornings, for many of us, are spent gulping down coffee, packing lunch boxes, navigating traffic and, hopefully, making it to work on time. Toast is a crowd-pleasing companion in these hectic times, but what if you branched out from your usual daily bread? If you’re after advice on your slice, whether for breakfast, elevenses or an afternoon snack, Nutella has launched the Big Bread Question to help with those doughy decisions.

The mission? To crown the ultimate bread with which to pair a 15g teaspoon of Nutella spread. We thought we’d test it out on the staff of the Observer*. Could the winner be a chewy bagel? Would a classic white loaf win out over seeded granary? How about a savoury, dark rye? We split breakfast muffins and toasted them alongside crumpets to see how they’d work with Nutella. We got out the bread knife to slice up a sourdough, and compared the flavour with a sweet brioche. The office was divided by tastes, but there was one winning opinion: when it comes to Nutella, every slice, bun and roll, in its own unique way, deserves a place at the table.

A no-brainer for the crowd-pleaser vote – “crumpets are elite for spreads” – although there was some muttered dissent: “Too spongy. Too soft.” One existential complaint: “I don’t like the holes.” In the end, Nutella and crumpet was the perfect combo. “Good distribution and it’s all melty. Love it!”

Crunch ★★★

Chew ★★★★

Crumb ★★★

“Everything is best on sourdough,” said one fan. Not everyone agreed – there were murmurs about “competing flavours” between the spread and the bread – but most felt it worked: “It’s all about the contrast of flavours, the Nutella sinking into the craters and the chewy crust. It’s very satisfying.”

Crunch ★★★★

Chew ★★★★★

Crumb ★★★

Like muffins themselves, the room was split: haters felt the breakfast classic was “too dense”, while the lovers declared “muffins are top-tier, always”. A well-toasted bottom and the rough-textured surface add an interesting crunch to the smooth spread. Overall, a substantial option.

Crunch ★★★

Chew ★★★

Crumb ★★★

“Am I imagining it, or does Nutella on granary bread enhance the nutty flavour?” asked one taster. We pondered if the slice’s seeds enhanced the overall experience. Most of our tasters agreed that they added a welcome flavour and textural interest lacking in most other contenders.

Crunch ★★★★

Chew ★★★★

Crumb ★★★

Surely the no-nonsense white loaf is a basic pleasure, loved by all? “I don’t really like white bread, to be honest,” was one early comment. “A bit boring.” But in the end, most agreed it’s a classic for good reason: “This is just right. It’s crisp, it’s crunchy, it’s the perfect Nutella vehicle.”

Crunch ★★★★★

Chew ★

Crumb ★★★★

“The chew!” When it came to balancing texture and flavour, the bagel scored highly. Our testers noted that its very nature allows the flavour of Nutella to shine. “I love this because the dough is mild in flavour and suitably chewy, so you can taste the Nutella more than the bread.”

Crunch ★

Chew ★★★★★

Crumb ★★★

Toasting brioche was quickly dismissed – its pillowy softness was loved, because it matched the texture of the spread so well. “It’s like eating a cloud. An unadulterated Nutella experience.” One person felt more continental eating it. “It all melts away, so easy to eat.”

Crunch no stars

Chew ★★★

Crumb ★★★★★

Could the dark horse – “no, not going there, just wrong” – come through at the end? “I don’t like anything too rich, so I love this,” said one tester. “It has savouriness and chew, really good.” The rye’s assertive flavour even converted a taster or two: “Oh, the bread’s fighting back!”

Crunch ★★★

Chew ★★★★★

Crumb ★★★★

Have your say on the Big Bread Question!

Vote for your ultimate Nutella and bread combination here

*Ratings and comments taken from a selection of staff at the Observer