Perugina

Perugina: A Century-Old Italian Chocolate Legacy

Perugina is a prestigious Italian chocolate company founded in 1907 in the historic city of Perugia, located in the Umbria region of central Italy. The company was established by four notable figures—Francesco Buitoni, Annibale Spagnoli, Leone Ascoli, and Francesco Andreani. A pivotal contributor to the company’s rise was Luisa Spagnoli, who not only helped found the company but also played a major role in developing its hallmark products and expanding its chocolate legacy.

Origins and Early History

Initially, Perugina was a small confectionery business specializing in “confetti” — sugar-coated almonds popular at Italian weddings and religious ceremonies. Just a few years after its founding, in 1913, Perugina opened its first dedicated chocolate factory in the Fontivegge district of Perugia. By 1917, Perugina was producing its own cacao, marking a significant step towards becoming a renowned chocolate manufacturer. In 1919, the company launched its first dark chocolate, named after Luisa Spagnoli herself, followed by the creation of its most famous product, Baci, in 1922.

The Creation of Baci Perugina

The legendary Baci chocolate was the brainchild of Luisa Spagnoli. Utilizing leftovers of hazelnut grains from other chocolate processes, she created a new treat originally called “Cazzotto,” or “punch,” due to its rounded fist-like shape. The name, however, was quickly reconsidered by Giovanni Buitoni, son of one of the founders, who felt that the aggressive name didn’t suit a sweet gift. The product was renamed “Baci,” meaning “kisses” in Italian, perfectly capturing its romantic appeal. Each Baci chocolate wraps a whole hazelnut in a luscious gianduja filling, coated with dark chocolate, and uniquely includes a love note, sealing its association with affection and sentiment.

Growth and Expansion

Despite challenging times such as the Great Depression and World War II, Perugina grew to become one of Italy’s premier chocolate producers. In the late 1930s, the company expanded internationally by opening its first store in the United States on prestigious Fifth Avenue in New York City. Although the Perugina factory was bombed during World War II, it quickly rebuilt and flourished, marking continuous growth in the decades that followed.

In 1960, the company moved its production to a larger facility in San Sisto, Perugia, enabling increased manufacturing capacity. Perugina stayed committed to quality and tradition, maintaining original recipes such as Luisa’s dark chocolate and Baci chocolate, even while introducing contemporary innovations.

Modern Era and Nestlé Ownership

By the late 20th century, as chocolate became a widely accessible product rather than a luxury, Perugina adapted to changing markets. In 1988, the company was acquired by global giant Nestlé, ensuring continued investment and global reach. Today, Perugina products are sold in around 75 countries across five continents and found in over 250,000 retail outlets in Italy alone. Despite international growth, much of Perugina’s production heritage remains anchored in Perugia.

The Chocolate School and Museum

Perugina is dedicated to preserving the art of chocolate making by operating a renowned chocolate school at its Perugia factory, where master chocolatiers train in traditional and contemporary techniques. The company also maintains the Casa del Cioccolato (House of Chocolate), a museum and visitor center that showcases the history of Perugina, its innovation, and the craftsmanship behind its famed products.

Iconic Products

• Baci Perugina: The brand’s signature chocolate, crafted with a blend of gianduja, whole hazelnuts, and dark chocolate coating, accompanied by a love note — a symbol of romance and Italian heritage.

• Tavoletta Luisa: A classic dark chocolate bar named after Luisa Spagnoli, showcasing the company’s original recipes.

• Seasonal and Limited Editions: Variations of Baci chocolates, including white chocolate with caramel, and special collaborations with renowned designers.

• Premium Assortments: Boxes of assorted pralines and truffles, combining tradition with modern flavors.

Why Choose Perugina?

Perugina embodies a perfect blend of Italian tradition, artisanal quality, and timeless elegance. The company’s chocolates are crafted to captivate the senses, combining rich flavors, refined textures, and heartfelt stories. Whether gifted or savored personally, Perugina chocolates symbolize affection, craftsmanship, and the ultimate indulgence in fine chocolate.

With over 100 years of history, a strong connection to Italian culture, and an unwavering commitment to quality, Perugina remains one of the world’s most beloved chocolate brands, delighting generations of chocolate lovers everywhere.