Italian chocolate drink

After the war, Italy was faced with the daunting task of rebuilding, not only the physical buildings, but the lifestyle and production of foodstuffs disrupted by the conflict. In the Northwestern Piemonte region of Italy Pietro Ferrero decided in 1946 that his future belonged to chocolate. With his brother Giovanni the master confectioner opened a laboratory in Alba. The first delicacy to be developed was Pasta Gianduja. Chocolate was usually sold only as a rare gift or treat for special occasions. This paste mixture of chocolate and hazelnut was something to be enjoyed often, and soon became renowned under the name Nutella.