The original version of Nutella® spread was called "pasta gianduja," pasta which means paste, and "gianduja" which is the name of a carnival character famous to the region, a character that can be found in the first advertisements for the product.

Pasta gianduja was actually made in loaves and wrapped in tinfoil, so it could be sliced and placed on bread for mothers to make sandwiches for their children. But many children, as you could imagine, would throw away the bread and only eat the pasta gianduja!
            Pasta Gianduja

the first advertisements

So Mr. Ferrero altered the product into a paste that came in a jar, so it could be spread on the bread. This then became known as "supercrema gianduja," because it was a spreadable version of the gianduja. "Supercrema gianduja" was eventually renamed "Nutella®" in 1964, with the origin of the word being "nut" and the "ella" giving it a soft ending.