Children's Hearts Win Mothers' Wallets

“The problem and the challenge was to believe in it during the sixties. Ferrero often repeated during meetings: 'Children have always been in the hearts of their parents. Who would treat a child badly? What wouldn't one do for them, because they are our life?' And he continued: 'For children, we must make specialized products, with a strong technological value. They must be rich in milk because milk is the foundation of life and health. They must be tasty and appealing, but also healthy and nutritious. For children, we must choose the best and most qualified raw materials. And we have to show the milk we use to make our products.' Then, thinking to himself and out loud, he added: 'Kinder products must be numerous to cover the main moments of the day and the year. We must be able to understand in order to meet all the needs of the children'."”

“- Easter every day. What was the intuition that seemed the craziest but gave me the most satisfaction? It happened years later, in Italy, when I thought that the chocolate egg could not be something that was sold and eaten once a year, at Easter. But something smaller was needed, that you could buy every day at an affordable price, but it had to replicate that experience, and so the surprise was needed, but in miniature. I thought of Valeria as a mother, who could reward her child for getting a good grade at school, of Valeria as a grandmother who gave it away to be told, "You're the prettiest grandmother in the world," or of Valeria as an aunt who managed to get that kiss and hug from her nephew that always seemed so hard to win. But so much chocolate could worry mothers, so I thought of reversing the traditional assumption by advertising that there was "more milk and less cocoa," what better feeling for a mother than giving more milk to her child? So, I decided and ordered twenty machines to produce small eggs, but the company thought they had misunderstood or that I had gone mad and did not start the order.”