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© History Oasis
A short history and timeline of Ferrero, how they became a global food powerhouse.
Pietro Ferrero opened a pastry shop in Alba, Italy. His first product mixed hazelnuts with cocoa to cut costs during wartime rationing, creating Giandujot. Friends called him "the scientist" for his constant experiments with flavors and textures.
Pietro died of a heart attack three years after starting. His brother Giovanni took over, building sales networks across Italy while keeping Pietro's recipes alive.
Mon Chéri launched in Italy as Ferrero's first boxed chocolate. The dark chocolate shell held a cherry floating in liqueur. The French name "My Darling" meant affection between giver and receiver.
Giovanni died of a heart attack. Pietro's son Michele inherited the business at a young age and began transforming it from a regional shop to a global company.
Michele and his wife, Maria Franca, relaunched Pietro's iconic recipe as Nutella. The spreadable version became a worldwide phenomenon. And today, Ferrero uses 25% of the world's hazelnut supply to create their popular spread.
Michele created Kinder Chocolate for the German and Italian markets. Higher milk content appealed to children while reassuring mothers. The slogan "more milk, less cocoa" made the strategy clear.
Ferrero launched "Refreshing Mints," renamed Tic Tac in 1970, after the clicking sound of the container opening and closing. This product opened the North American market for Ferrero.
Michele Ferrero and William Salice created Kinder Surprise, bringing the Italian Easter tradition to everyday life. The chocolate egg with a toy inside has sold over 30 billion units since launch.
Michele Ferrero introduced Ferrero Rocher in Italy. The gold-wrapped hazelnut chocolate would become the company's most prestigious product.
Ferrero Rocher entered China. Before mainland distribution, Hong Kong residents gave it as gifts, nicknaming it "gold sand." It became a Chinese New Year tradition.
By 2007, Ferrero established Chinese operations in all parts of the country, committing to the world's largest consumer market with local investment and expanded brand offerings.
And in 2015, Ferrero opened its first Chinese factory in Hangzhou.
The first TV spot for the company portrayed Ferrero Rocher arriving "by word of mouth." The distinctive gold wrapper and pyramid display became brand signatures.
Raffaello Elegance launched as a coconut-almond truffle. A wafer sphere filled with white cream and almonds, wrapped in coconut. Russia became its largest market.
Kinder Bueno was introduced. It paired crispy wafer with hazelnut cream, covered in milk chocolate and dark chocolate drizzle. It appealed to both children and adults across 60 countries.
The UK commercial became iconic. "Ambassador, with these Rocher, you are really spoiling us." Set at a diplomatic reception with chocolates stacked in a pyramid, it portrayed Ferrero Rocher as sophisticated luxury.
Channel 4 later ranked the Ambassador commercial among the greatest TV ads of all time.
Michele handed operations to his sons Pietro Jr. and Giovanni. Pietro managed production, and Giovanni handled marketing and finance. The company had reached $5 billion in sales.
Kinder Joy launched in Italy with a split-package design. One half held cream and wafer balls, the other a toy. This format later allowed entry into the US market, where the traditional Kinder Surprise was banned.
Pietro Jr. died of a heart attack while cycling in South Africa at age 47. Giovanni became the sole heir to continue the family legacy.
Giovanni became executive chairman and majority owner. He maintained the quality standards and innovation principles his grandfather Pietro established in 1946.
And a couple of years later, Lapo Civiletti became Ferrero's first non-family CEO. Giovanni remained executive chairman, focusing on strategy while Civiletti handled operations.
Ferrero launched ice cream versions of Rocher, Raffaello, Kinder Bueno, and Nutella. This extended familiar flavors into frozen desserts for year-round consumption.
Tic Tac Chewy marked Ferrero's first sugar candy and first product made exclusively for America. Five fruit flavors in regular and sour varieties expanded beyond chocolate and mints.
Today, the Ferrero family still owns the company privately. Giovanni Ferrero remains executive chairman. The values Pietro established in 1946 continue through the third generation.
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