The surprising product that built Italy's richest family

The richest man in Italy is worth $32 billion, and he got there by selling chocolate. Specifically, the Ferrero family—founders of Nutella, Tic Tac, Kinder bars, and Ferrero Rocher—built a $20 billion annual revenue business that remains one of the most secretive family dynasties in the world. The story of how three generations turned a luxury ingredient into an everyday indulgence reveals something deeper about product innovation, marketing psychology, and what it actually takes to build something that lasts.

The spread that cracked the code

After World War II, chocolate was not a casual snack. It was expensive, bitter, and reserved for special occasions—more like caviar than candy. The grandfather of the current Ferrero heir decided to try making chocolate more accessible by turning it into a spreadable bar, something people could put on toast. The problem: the bar was too hard and didn't spread easily. Customers complained.

So he solved the spread problem. He created a creamy chocolate jam in a jar, a precursor to what would eventually become Nutella. It was called "Super Crema" and sold okay, but not great. The founder played the role of chef and innovator while his brother handled the business side. They were getting by, but they hadn't broken through.