Novi Chocolate

Tradition, passion and Italian hazelnuts: chocolate is an authentic experience, designed for those seeking the true artisanal excellence of Italian taste.

Intense dark, whole hazelnuts and classic preparations: the world of chocolate

In the heart of Piedmont, precisely in Novi Ligure, one of the most emblematic stories of Italian chocolate began in 1903. Chocolate is not just a brand, but a tale of passion, tradition, and innovation, built on ancient roots and modern visions. It all started with Giovanni Battista Gambarotta, who founded the Italian Factory of Jams, Chocolate and Related Products as a cooperative of partners, carrying forward the artisanal legacy of his family, active since 1832 in the production of award-winning liqueurs and sweets. In that context, the famous Amaro Gambarotta received recognition at the 1898 Turin Exhibition, marking the beginning of a long vocation for excellence. But it was between the 1930s and 1950s that the company made a decisive leap forward: new facilities, expansion of its members, and a corporate identity founded on unique cooperative values, such as financial support for employees called to arms during the First World War.

Over the decades, the company faced crises, transformations, and revivals, such as the one led by Giacomo Rossignotti, who in the 1930s saved the cooperative and introduced the revolutionary concept of the local supply chain, creating a network of 700 Piedmontese hazelnut producers. This approach would become a distinctive and central element of the brand, especially with the arrival of Flavio Repetto in 1985, who acquired and integrated it into the Elah Dufour Group. From that moment on, the focus shifted exclusively to high-quality chocolate, abandoning other sectors such as jams and sugar-coated sweets. Repetto, named Knight of Labour in the same year, transformed the company into a benchmark for Italian chocolate-making.

Today, is a national leader in the production of chocolate bars, with over 100 million bars produced annually and more than 200 million pralines. Its commitment also extends to environmental sustainability, through the use of solar energy, recyclable packaging, and FSC-certified wrapping. Respect for tradition blends with a constant drive for innovation, maintaining artisanal techniques in processing and a rigorous selection of raw materials. Among its most iconic products, we find the dark chocolate, appreciated for its purity and aromatic intensity, made exclusively with cocoa butter and without the addition of hydrogenated fats. The same care can be found in chocolate with hazelnuts, a bar that combines the creaminess of chocolate with the crunchiness of whole hazelnuts, all 100% Italian and sourced from the traceable Piedmontese supply chain. Another beloved and recognizable reference is the classic hot chocolate mix, perfect for those who want a dense, authentic drink, ideal to accompany a moment of coffee break or a tea break, all in the name of Italian taste.

Behind every product lies a universe of research, aesthetic care, and the promotion of the local territory. The evolution of its packaging represents an important part of the company’s history: from the advertising tins of the 1930s to the numbered briefcases used by sales representatives in the 1970s, up to the development of the modern visual identity that still preserves traditional elegance. Even today, many of these vintage packages have become collectors’ items, symbols of an era when every detail conveyed Italian identity and craftsmanship. Equally significant are institutional initiatives, such as the “Novi Quality Award” assigned each year to the best producers of the Tonda Gentile Trilobata hazelnut during the Lu Monferrato Festival. This event strengthens the close bond between the company and its territory, promoting the quality of raw materials and supporting local agriculture.

The brand is also known for having created one of the most iconic slogans in Italian advertising: “Swiss? No, Novi!”, launched in the 1990s with a TV commercial set in the Alps, which became a true national catchphrase. The message was not only provocative but also a cultural manifesto: asserting the superiority of Italian chocolate in a sector that, until then, had been dominated by the Swiss imaginary. In this way, successfully established a strong and authentic identity, enhancing its origins and affirming itself as a symbol of Made in Italy quality.

From an industrial perspective, the commitment to sustainability is concrete and measurable. The main plant is powered by a 200kW photovoltaic system, 87% of the packaging is already recyclable, and the company aims to reach 100% in the coming years. Moreover, the total absence of palm oil and hydrogenated fats, replaced by cocoa butter, reflects a consistent ethical and health-conscious vision of the product. Strict controls on the hazelnut supply chain, ensured through the cooperative of over 700 local producers, guarantee traceability and superior quality. These elements have allowed the company to obtain prestigious certifications such as BRC, IFS, ISO 9001, and organic certification for the new bio lines, evidence of excellence recognized internationally.

In recent years, has received numerous awards, such as the Brands Award for the Fondentenero ice cream in collaboration with G7 and the recognition of “Best Food Product 2023” for the pistachio cream bar, in addition to its official designation as the chocolate of the Giro d’Italia since 2020. These achievements confirm the brand’s ability to combine tradition and innovation, without ever losing sight of its identity. A curious detail concerns the sales representatives’ briefcases of the 1970s: inside, neatly arranged numbered samples of sugared almonds, candies, and chocolates testified to an almost museum-like precision in the company’s image care.

Chocolate is not just a product but a cultural heritage that spans generations, telling a story made of family, territory, and passion. In Italian and international kitchens, it has become a trusted ingredient for traditional recipes or simply for a moment of daily indulgence. Whether it’s enjoying a dark chocolate bar, slowly melting a classic hot chocolate mix, or breaking a piece of chocolate with hazelnuts, what emerges is an experience that unites memory and modernity. And in every gesture, the flavor of Italian quality remains unmistakable.

Quality

FAQ

Why do they say “Swiss? No, Novi!”?

The slogan “Swiss? No, Novi!” was born in the ’90s to break the stereotype according to which quality chocolate could only be Swiss. With this claim, Novi proudly affirms its 100% Italian identity, linked to the Piedmontese confectionery tradition and the quality of its local raw materials.

Where is Novi chocolate produced?

Novi chocolate is produced entirely in Italy, in the three factories of Novi Ligure (headquarters), Bra (Cuneo) and Sassello (Savona). Each system is specialized to guarantee artisanal quality, control of supply chains and respect for the Italian confectionery tradition.

What makes Crema Novi unique compared to other brands?

Crema stands out for the high percentage of Italian hazelnuts (45%) and the exclusive use of cocoa butter instead of vegetable oils or hydrogenated fats. Hazelnuts are the first ingredient on the label, and not sugar. A product that focuses on purity, intense taste and short supply chain.

Is Novi a sustainable brand?

Yes, is committed to a plan of environmental sustainability which includes the use of solar energy, recyclable and certified packaging FSC®, supply chain of hazelnuts at km 0 and the elimination of palm oil and hydrogenated fats from its products. Each tablet is the result of a conscious choice, good for those who enjoy it and for the environment.