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A new diagram posted on Reddit that reveals what’s in Nutella gone viral, drawing negative attention to the popular hazelnut spread.

Reddit user MrFlow uploaded the image of a Nutella-shaped jar containing five ingredients: palm oil, cocoa, hazelnuts, skimmed milk powder and sugar.

The image, which claims to depict the proportion of ingredients used to make the product, shows almost half a jar of sugar. and also the quantity of fat, in this case palm oil.

Palm oil is controversial, due to its association with deforestation, but food companies often favour it to avoid the hydrogenation process, which produces unhealthy trans fats.

The use of palm oil versus other edible oils or hydrogenation can also help to reduce the quantity of fat in products.

In 2015, the local arm of Nutella’s Italy-based maker Ferrero, won the Medium to Large Business Sustainability category at the 2015 Green Globe Awards, which recognise environmental excellence, leadership and innovation.

Ferrero Australia, which manufactures the product locally in Lithgow, NSW, did not comment on the accuracy of the image, but made the following statement:

“We don’t disclose the full proportions of the ingredients in Nutella as our recipe is unique and we wish to safeguard this,” the company said in a statement.

“The product’s label provides simple and clear nutritional information per 15g portion, or two heaped teaspoons, as well as per 100g. The ingredients are also listed on the Nutella website.

"One of Ferrero’s core nutritional beliefs is that small portion sizes help people to enjoy their favourite foods in moderation. The labelling on our products enables consumers to make informed choices and helps ensure that Nutella can be enjoyed as part of a balanced diet."