Mount Kinabalu makes it to the limited-edition of Selamat Pagi Nutella jars

2 July 2025

KUALA LUMPUR: Nutella is inviting Malaysians to slow down, rediscover the joy of breakfast, and start the day with positivity through its latest campaign featuring three limited-edition 680g Selamat Pagi Nutella jars, four locally inspired recipes, and a special breakfast collaboration with Grumpy Bagels.

Malaysia is renowned for its breathtaking landscapes, from misty highlands and tranquil 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 diversity, Nutella has launched a series of limited-edition jars showcasing sunrise landscapes from three iconic locations, Mount Kinabalu in Sabah, Taman Tasik Titiwangsa in Kuala Lumpur, and Pulau Perhentian in Terengganu.

These jars is available nationwide from 1 July. Each jar is embedded with a QR code linking to a local-inspired breakfast recipe, suitable for all skill levels, from complete beginners to seasoned home cooks.

The recipes include Roti Canai French Toast, Nutella Roti Canai Fruit Wrap, and Roti Celup Telur with Nutella. Additionally, Nutella has collaborated with renowned Southeast Asian award-winning chef Reynold Poernomo to create a bespoke Baked Roti Canai with Nutella recipe, a delightful fusion of Malaysian culinary traditions and the unmistakable taste of Nutella’s hazelnut and cocoa spread.

Diane Gan, Head of Cluster Brand Marketing for Nutella Southeast Asia, stated, "For many Malaysians, mornings often feel rushed and repetitive. This is especially true for mothers juggling their children’s routines and preparing them for school, all while aiming to start the day positively. We understand that deciding what to make for breakfast can sometimes feel like a daily stress."

"Through the Selamat Pagi Nutella campaign, we hope to ease that pressure by offering simple, locally inspired recipes that bring warmth and excitement to the breakfast table. Whether it’s a fun twist on roti canai or a simple slice of toast with Nutella, our goal is to help families rediscover the joy of breakfast and transform ordinary mornings into memorable moments. Because when mornings start with positivity, it sets the tone for the entire day."

To further enhance the morning experience, Nutella has partnered with Grumpy Bagels to introduce the Yuzu Cream Cheese Bagel with Nutella, available from 1 to 14 July. During this period, customers who purchase the bagel and spend at least RM100 in the café will have the chance to spin the wheel and win exclusive rewards. These include limited-edition Nutella x Grumpy Bagels tote bags, T-shirts, gift sets, Nutella B-Ready, and Nutella Biscuits, making the start of the day even more uplifting.

Throughout the campaign, Nutella encourages Malaysians to brighten their mornings, whether by trying out fun recipes, enjoying quiet moments with loved ones, or sharing their positivity on social media by tagging Nutella on Facebook or Instagram. Those in the Klang Valley can visit Grumpy Bagels to experience the limited-edition Yuzu Cream Cheese Bagel with Nutella and turn their grumps into grins. The limited-edition Selamat Pagi Nutella jars featuring iconic Malaysian sunrise landscapes will be available in 680g sizes at leading stores nationwide starting July 2025.