Perugina

Perugina is an Italian chocolate and confectionery brand whose origins are in Perugia, in Italy's Umbria region. The company was established in 1907 by Francesco Buitoni, Annibale Spagnoli, Leone Ascoli, and Francesco Andreani. Its early development was closely associated with the Spagnoli family, particularly Luisa Spagnoli, who played an important role in the creation and expansion of the chocolate business. From its regional beginnings, Perugina developed a reputation for Italian confectionery and eventually became an internationally recognized name. The brand's defining product is Baci, a chocolate confection generally made with a hazelnut center and chocolate coating. Introduced in 1922, Baci became distinctive not only for its flavor and shape but also for the small multilingual notes placed inside the wrapper. The notes, conveying romantic or affectionate messages, helped give the product a strong emotional identity and made Baci suitable for gifting. The product name means “kisses” in Italian, and its packaging and communications have consistently connected the brand with affection, romance, and Italian style. Perugina broadened its international presence during the twentieth century. The brand was presented in the United States at the 1939 World's Fair in New York City and subsequently became available through a retail presence on Fifth Avenue. Its overseas exposure helped establish Perugina as a producer of premium Italian chocolates beyond its domestic market. The company has also produced chocolate bars, hard candies, nougat, biscotti, seasonal products, and chocolate Easter eggs wrapped in decorative aluminum foil. Perugina's corporate structure changed substantially after its formation. In 1968 it merged with the Buitoni family company of the same name to create the IBP-Industrie Buitoni Perugina group. The group was affected by the difficulties experienced by Italy's food sector during the 1970s. In 1985, Perugina was sold to Carlo De Benedetti's CIR group. In 1988, the business was sold to Nestlé and became part of the Swiss multinational's portfolio. Nestlé later sold the Buitoni business in 2008, while retaining the Perugina brand. Perugina's registered office has been in Milan since 1988, while manufacturing operations and the brand's educational activities remain associated with Perugia. In 2007, the company began operating a chocolate-making school at its Perugia factory. The school supports the brand's connection with chocolate craftsmanship, technical education, and the cultural identity of its home city. Under Nestlé ownership, Perugina continues to operate as an Italian chocolate brand with a portfolio centered on Baci and other chocolate and confectionery products, serving the Italian market and selected international markets.

Perugina was established in 1907 in Perugia, a city in central Italy's Umbria region. Its founders were Francesco Buitoni, Annibale Spagnoli, Leone Ascoli, and Francesco Andreani. The Spagnoli family, and especially Luisa Spagnoli, played a significant role in developing the chocolate operation and establishing the Perugina identity. The company grew from a local Italian confectionery producer into a broader chocolate business with international ambitions. The brand's most important product milestone came in 1922, with the introduction of Baci. The product combined a hazelnut filling with chocolate and was wrapped with a small note carrying a message of affection or romance. The name Baci, meaning “kisses,” and the use of message notes gave the product an identity that extended beyond ordinary confectionery. The notes were produced in several languages, including Italian, English, French, German, Greek, Spanish, and Portuguese, supporting the product's international appeal. Perugina entered the United States market prominently through the 1939 World's Fair in New York City. The brand also opened a retail store on Fifth Avenue around that period. This exposure contributed to its reputation as a maker of fine Italian chocolates and helped introduce Baci and other products to consumers outside Italy. The company later became part of a larger food-industry structure. In 1968 it merged with the Buitoni family company of the same name, creating the IBP-Industrie Buitoni Perugina group. The group encountered the broader crisis affecting Italy's food sector during the 1970s. In 1985, Perugina was sold to Carlo De Benedetti's CIR group. CIR was unable to consolidate a lasting position in the consumer-food sector, and in 1988 IGP was sold to Nestlé. Perugina became a division of Nestlé, while its registered office was established in Milan and its production facilities continued to be located in Perugia. Nestlé later reorganized its relationship with the businesses associated with the former group. In 2008 it sold Buitoni but retained Perugina as a Nestlé brand. The Perugia site continued to be central to the brand's manufacturing and heritage. In 2007, coinciding with the company's centenary period, Perugina commenced operation of a chocolate-making school at its factory. The school reinforced the connection between the brand, professional chocolate skills, and the city where it was founded. Perugina's portfolio has included chocolate bars, pralines, hard candy, nougat, biscotti, and seasonal products. Chocolate Easter eggs wrapped in brightly colored aluminum foil are among its traditional seasonal offerings. Baci remains the brand's best-known product and its principal international symbol. In its current form, Perugina operates as an Italian chocolate brand within Nestlé, combining industrial distribution with a heritage centered on Perugia, Italian confectionery traditions, and the romantic gifting character of Baci.

• 2008

  Nestlé retains Perugina after Buitoni sale

  [1]Peruginaen.wikipedia.org

  Nestlé sells Buitoni while continuing to own the Perugina brand.

• 2007

  Chocolate School begins operating

  [1]Peruginaen.wikipedia.org

  Perugina starts a chocolate-making school at its Perugia factory.

• 1988

  Acquisition by Nestlé

  [1]Peruginaen.wikipedia.org

  Nestlé acquires Perugina, which becomes part of the multinational's branded-food portfolio.

• 1985

  Sale to CIR

  [1]Peruginaen.wikipedia.org

  Perugina is sold to Carlo De Benedetti's CIR group after the food-sector difficulties of the preceding decade.

• 1968

  Formation of IBP-Industrie Buitoni Perugina

  [1]Peruginaen.wikipedia.org

  Perugina merges with the Buitoni family company of the same name to form the IBP group.

• 1939

  International introduction in New York

  [1]Peruginaen.wikipedia.org

  Perugina appears at the New York World's Fair and establishes a retail presence on Fifth Avenue around the same period.

• 1922

  Baci is introduced

  [1]Peruginaen.wikipedia.org

  Perugina launches its signature hazelnut-filled chocolate product, later recognized for its romantic message notes.

• 1907

  Perugina is founded in Perugia

  [1]Peruginaen.wikipedia.org

  Francesco Buitoni, Annibale Spagnoli, Leone Ascoli, and Francesco Andreani establish the company in Perugia, Italy.

An Italian chocolate and confectionery brand positioned around heritage, chocolate craftsmanship, gifting, romance, and the distinctive Italian identity of Baci.

• Chocolate praline · 1922

  Baci

  Baci is Perugina's signature product, introduced in 1922. It is a chocolate confection associated with a hazelnut center, chocolate coating, and a small message note placed inside the wrapper. The notes have appeared in multiple languages and express affectionate or romantic sentiments. The combination of the product name, packaging, and gifting symbolism has made Baci the principal representation of Perugina internationally.

• Chocolate

  Perugina chocolate bars

  Perugina produces chocolate bars as part of its broader chocolate portfolio. They complement the brand's pralines and gifting products and extend the Perugina name into everyday chocolate formats.

• Seasonal chocolate

  Perugina seasonal Easter eggs

  Chocolate Easter eggs are a traditional seasonal category for Perugina. The eggs are wrapped in colorful aluminum foil and form part of the brand's Easter confectionery range.

• Confectionery and baked goods

  Perugina nougat and biscotti

  Beyond chocolate, Perugina's reported product range has included nougat and biscotti, together with hard candy and other confectionery products.

• 1939New York World's Fair introduction

  United States

  Perugina used its presence at the New York World's Fair to introduce the brand to American consumers. The initiative was followed by a retail store on Fifth Avenue around the same period.

  Outcome. Helped establish Perugina as an internationally visible Italian chocolate brand.

  Source

• 2008

  Retention of Perugina after the Buitoni saleM&A

  Background

  Nestlé reorganized its holdings related to the former Buitoni-Perugina group.

  Action taken

  Nestlé sold Buitoni but retained Perugina as a standalone brand within its portfolio.

  Aftermath

  Perugina continued under Nestlé ownership as an Italian chocolate brand.

  Source

• 2007

  Establishment of the Chocolate SchoolOther

  Background

  Perugina sought to maintain a visible connection between its industrial chocolate business and its Perugian production heritage.

  Action taken

  The company commenced operation of a chocolate-making school at its Perugia factory.

  Aftermath

  The factory became both a production site and an educational venue associated with chocolate craftsmanship.

  Source

• 1988

  Acquisition by NestléM&A

  Background

  After the CIR period, Perugina changed ownership again as part of the restructuring of the Italian food businesses.

  Action taken

  Nestlé acquired Perugina and made it a division of the group.

  Aftermath

  Nestlé became the long-term owner of the Perugina brand; the registered office was in Milan while production and the Chocolate School remained in Perugia.

  Source

• 1985

  Sale to CIRM&A

  Background

  The IBP group emerged from the difficulties of the 1970s with a change in ownership.

  Action taken

  Perugina was sold to Carlo De Benedetti's CIR group.

  Aftermath

  CIR did not consolidate a lasting presence in the consumer-food sector, and Perugina was subsequently sold to Nestlé.

  Source

• 1968

  Merger creating IBP-Industrie Buitoni PeruginaM&A

  Background

  Perugina was combined with the Buitoni family company of the same name as part of a broader corporate consolidation.

  Action taken

  The companies merged to form the IBP-Industrie Buitoni Perugina group.

  Aftermath

  Perugina operated within the enlarged food group, which later faced difficulties during the food-sector crisis of the 1970s.

  Source

• 2008

  Nestlé retains Perugina after selling Buitoni[1]Peruginaen.wikipedia.org

  M&A

  Nestlé sold the Buitoni business but retained the Perugina brand.

• 2007

  Perugina launches its Chocolate School[1]Peruginaen.wikipedia.org

  Other

  Perugina began operating a chocolate-making school at its Perugia factory, adding an educational and craft-oriented dimension to the brand's activities.

• 1988

  Nestlé acquires Perugina[1]Peruginaen.wikipedia.org

  M&A

  Nestlé purchased Perugina, which became a division of the Swiss multinational. The brand's registered office moved to Milan, while production remained in Perugia.

• 1985

  Perugina is sold to CIR[1]Peruginaen.wikipedia.org

  M&A

  Following the group's difficulties during the food-sector crisis of the 1970s, Perugina was sold to Carlo De Benedetti's CIR group.

• 1968

  Perugina merges into the IBP group[1]Peruginaen.wikipedia.org

  M&A

  Perugina merged with the Buitoni family company of the same name to form the IBP-Industrie Buitoni Perugina group.

• 1939

  Perugina appears at the New York World's Fair[1]Peruginaen.wikipedia.org

  Campaign

  The brand was introduced to the United States at the New York World's Fair and later operated a retail store on Fifth Avenue.

• 1922

  Baci chocolate is introduced[1]Peruginaen.wikipedia.org

  Product launch

  Perugina introduced Baci, a hazelnut-filled chocolate product distinguished by its chocolate coating and multilingual romantic message notes.

• 1907

  Perugina is founded in Perugia[1]Peruginaen.wikipedia.org

  Other

  A chocolate and confectionery company was established in Perugia by Francesco Buitoni, Annibale Spagnoli, Leone Ascoli, and Francesco Andreani.

1. 1Peruginaen.wikipedia.org
2. 2Perugina official websiteperugina.it