While waiting to define the new structures of Edizione, the family holding now in its third generation, Alessandro Benetton “eats” the greedy Boero of Witor’s. Through his European investment group, 21 Invest, Luciano Benetton’s son acquired the iconic chocolate, a dark chocolate praline with cherry and liqueur created in 1962 by the Cremona-based company. A 100 million euro operation for one of the symbols of made in Italy confectionery. Rossano and Michele Bonetti, sons of the founder Roberto, will continue to lead the company flanked by a new CEO, Jean Valery Raffard, of French origin but for over 20 years in Italy and with extensive experience in the confectionery sector. Objective: “An ambitious long-term growth strategy – reads a note from the group – We intend to strengthen our leadership in the Italian market and expand our presence on international markets”.
Today, with a staff of about 220 employees and two production plants (Corte dei Frati near Cremona and Gorizia), Witor’s has a total turnover of around 80 million, of which about half generated in the over 80 countries where it is present. The company has a portfolio of over 350 products and aims to satisfy the growing demand in the “free from” segments, foods that boast the absence of particular components such as sugars or gluten, for which dedicated production areas are reserved and which will represent one of Witor’s development pillars.
«I am convinced – comments Alessandro Benetton – that Witor’s tradition and innovation will be able to combine with the industrial approach and skills developed by 21 Invest in the world of food. Together we have the opportunity to reach a leading position in the chocolate market, with a certified supply chain and particular attention to sustainability, elements that are now essential for any successful company ».