It is not restricted to Italy; most of the European versions come in a real glass container have a better (personal opinion) taste and of course the texture is also different - less oily, stiffer texture as the versions one gets in North America, South America, Asia.
Maybe (have not tried yet), you could buy Ferrero Rocher and get the real "Nutella taste" in other geos as well. Hope they do not screw up that product as well.