Mon dieu. The French “Nutella tax.”

Not to worry.  This is just a proposal.

A French Senator wants the country to impose a 300% increase in the tax on palm oil imports, thereby raising the price of products containing it—like Nutella, the chocolate-hazelnut spread beloved by European children (and adults).

Of course they love it.  The first ingredient is sugar.

But the second ingredient is palm oil, high in saturated fats.  Palm oil production, again alas, is strongly linked to deforestation and other environmental problems in Malasia and Indonesia.

The proposed tax distresses Malasian palm oil producers:

The action…to propose onerous new burdens on palm oil producers, is irresponsible, badly-informed and ignores the primary source of saturated fats in the French diet [referring to trans fats].

The proposed tax also distresses the makers of Nutella, as well it should.  Most Nutella eaters probably think they are eating hazelnuts and chocolate.  It must come as an unpleasant surprise to learn that the first two ingredients are sugar and palm oil.

At a meeting in Boston this week, Joe O’Toole, the president of Lucullus, a French specialty food company, brought me the November 16 edition of Le Figaro.  He knew I’d want to see the two-page ad defending Nutella’s use of palm oil.

My rather loose translation:

Nutella, you are delicious but why do you have palm oil?

Let’s talk about palm oil.

For 50 years, the French have trusted us to be an important brand.  This is an important responsibility.  This is why we have always made responsible choices in our selection of ingredients.

Today, Nutella finds itself in an unjust position at the heart of a debate about palm oil….Palm oil gives smoothness (“l’onctuosité”) and stability to the recipe.

…Contrary to certain ideas and opportunistic communications…palm oil is not dangerous to health. Nutritionists say…Nutella contains less saturated fat than most snacks or breakfasts.

At the bottom of both pages, the ad says: “For your health, eat at least five fruits and vegetables per day.”

Oh.  OK. [It turns out that the French government requires this statement on all food ads.]

Nutella’s website has a Q and A.  For example:

How can Nutella® help moms at breakfast time?

It can be difficult to persuade children to eat breakfast. When used in moderation with complementary foods, Nutella® is a quick and easy tool to encourage kids to eat whole grains, such as whole wheat toast, English muffins, toaster waffles and bagels.

The chocolate milk argument!  It sounds better in French, no doubt.

Update, November 23: Thanks to Lucie for finding this annotated, alternative version of the ad.