1. The Birth of a Chocolate Legend
The Sweet Story of Baci Perugina begins in 1922 in Perugia, Italy. Luisa Spagnoli, a brilliant and forward-thinking entrepreneur, sought to avoid waste in her chocolate production. Using leftover chopped hazelnuts and dark chocolate, she crafted a unique creation: a lumpy chocolate treat topped with a whole hazelnut and coated in dark chocolate.
At first, this treat was called “Cazzotto”—the Italian word for “punch”—because its shape resembled a closed fist. However, Giovanni Buitoni, then managing director of Perugina and Luisa’s business partner, saw potential in a softer, more romantic name. He suggested calling it “Bacio” (which means “kiss” in Italian), reasoning that asking for a kiss in a pastry shop would be far more charming than asking for a punch.
đź“Ś Learn more about Baci on Wikipedia
📌 The romantic legacy of Luisa Spagnoli – Vanity Fair
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2. A Secret Love Behind the Wrapper
The Sweet Story continues with a romance that’s as rich as the chocolate itself. After her husband Annibale Spagnoli stepped away from the company in 1922, Luisa developed a discreet but passionate relationship with Giovanni Buitoni, who was fourteen years her junior and the son of her business associate.
Although their love was never lived out under the same roof, their bond was strong. According to historical accounts, Luisa would send Giovanni chocolates wrapped in little love notes. This loving gesture is said to have inspired the iconic romantic messages found inside every Bacio Perugina to this day.
These messages remain one of the brand’s most beloved features and have helped elevate Baci from a simple chocolate to a symbol of affection worldwide.
3. A Legacy of Innovation and Romance
Finally, The Sweet Story of Luisa Spagnoli does not end with Baci Perugina. She was also a trailblazer in the world of fashion. In later years, she founded the Luisa Spagnoli clothing brand, which remains a staple of Italian style.
Her impact on Perugia and Italian culture is still celebrated today, not only through the chocolates and the fashion house that carry her name, but also through her story—a narrative of love, innovation, and entrepreneurial spirit.
If you’re ever in Perugia, be sure to experience the magic of this historical city. And for a deeper look into its wonders, consider a walking tour with BestFreeTour.com, where you can trace the footsteps of Luisa Spagnoli and uncover the heart of Italian tradition.
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