The surprising product that built Italy's richest family

“With like a creamy chocolate, like a jam basically. And it's like a precursor to Nutella. It wasn't quite Nutella yet. But the idea was like, make it super spreadable, put it in a jar and it was called super crema. And so he starts trying to sell super crema and it's doing okay.”

“So first, I think the government like bans the use of crema in the name. So he's got to rebrand it anyways, and he decides to call it Nutella. And it was because hazelnuts are a big ingredient for the thing. And he makes it, he tweaks the recipe, makes it better.”

“But if somebody ever did it, you know, like, you know, kudos to them. Rory Sutherland, who we had on, he talked about, what's the name of the soda that has the piece of foil on top? You know, the Italian, also Italian, actually. Oh, Pellegrino? No. You're close.”

“Is it San Pellegrino? Okay. I thought San Pellegrino was also water, but this is like San Pellegrino, like soda. Yeah. And he was explaining how the tin over it, he's like, that's a really small thing, but they did it to be like, this can is extra clean and special. Fresh. Yeah. Pop of the seal.”

“I totally had a whole box of myself last night. So I'm on board with this guy. I don't like Butterfinger, love Crunch. Baby Ruth, by the way, not named after Babe Ruth. It's not? No. It's named after Ruth Cleveland, the daughter of President Grover Cleveland.”

“It turns out this family invented Nutella. They invented Tic Tacs. They invented like a whole bunch of Kinder, the Kinder bars and Kinder eggs. They invented like several of these like really big things.”

“I totally had a whole box of myself last night. So I'm on board with this guy. I don't like Butterfinger, love Crunch. Baby Ruth, by the way, not named after Babe Ruth. It's not? No. It's named after Ruth Cleveland, the daughter of President Grover Cleveland.”

“And that's like really all they trained and focused on for a long period of time. Are you willing to do that? The book Outliers by Malcolm Gladwell talks a little bit about this. Like, you know, at a young age, Bill Gates and Paul Allen, the founders of Microsoft, their school was the first, one of the only schools in the country to have a computer.”

“And it's like a precursor to Nutella. It wasn't quite Nutella yet. But the idea was like, make it super spreadable, put it in a jar and it was called super crema. And so he starts trying to sell super crema and it's doing okay. It's him. He's like the chef and he's just trying to make like delicious pastries basically.”

“the, that sounds great on the mic. Let me hear you chew. It was 9 00 AM. Chocolate is hitting the spot. Um, dude, I had sweet tarts for breakfast. So intermittent fasting, but you intermittently eat a fair rush a while you're fast. Uh, I would, I want to know like the family dynamics. I'm so curious.”

“It turns out this family invented Nutella. They invented Tic Tacs. They invented like a whole bunch of Kinder, the Kinder bars and Kinder eggs. They invented like several of these like really big things. And now they own a whole bunch of other businesses. So I want to tell you that the story of this, this company that it's, it's one of the most secretive family owned businesses in the world.”