Some brands do more than sell products; they become part of our daily routines, our childhood memories and even the way a country enjoys breakfast, an afternoon snack or a break while travelling. Pavesi is one such brand, a symbol of ‘Made in Italy’ food recognised throughout the world. Behind iconic products such as Pavesini, Ringo and Gocciole lies the story of Mario Pavesi and a company that has spanned almost a century, demonstrating resilience and the ability to evolve with the times.
Mario Pavesi and the Biscottini di Novara
The history of Pavesi began in 1937, when Mario Pavesi opened a bakery in Novara with just a few workers and began producing the traditional Biscottini di Novara. After the war, he created a lighter, more nutritious and easier-to-digest version of these biscuits, which he named ‘Pavesini’ in 1952. It was also during this period that the crackers were launched: a product that catered to new tastes and new occasions for consumption in a rapidly changing Italy.
The power of advertising
One of Mario Pavesi’s most modern traits was his ability to understand the power of communication. The brand invested in memorable advertising campaigns that transformed simple products into familiar fixtures. Pavesini biscuits, launched with the slogan “It’s always time for Pavesini”, devised by advertising executive Erberto Carboni, were associated with much-loved characters such as Topo Gigio, while Gran Pavesi crackers were brought to life through vibrant and recognisable narrative worlds. In this way, Pavesi wasn’t just talking about taste: it was talking about light-heartedness, energy, family and modernity.
The vision of Pavesi Autogrill
Pavesi’s story is not limited to biscuits. It was during these same years that another entrepreneurial idea emerged which would change the way Italians travelled. As early as the late 1940s, a small kiosk had been opened on the outskirts of Novara, on the Milan–Turin motorway, to cater for motorists. Rebuilt in 1952 by the architect Angelo Bianchetti, this rest stop became the prototype for the first motorway service station in history: a structure designed to welcome travellers and transform a stopover into a modern experience. In 1962, Autogrill Pavesi was officially established, with its famous structure straddling the two carriageways of the A4 motorway. Here too, the company’s hallmark emerged, anticipating the needs of Italians before they became apparent.
Ringo, Togo and the evolution of the Italian afternoon snack
Between the late 1960s and the early 1970s, Pavesi further expanded its product range. Products destined to become iconic were launched, such as Ringo, a two-tone biscuit with a creamy centre named after the Beatles’ drummer Ringo Starr, and Togo, a chocolate-coated biscuit stick. These products embodied a new concept of snacking: more playful, more personalised, and more in tune with the tastes of children and teenagers. The ability to innovate whilst retaining a sense of familiarity became one of the brand’s key strengths and cemented Pavesi’s status as a benchmark of ‘Made in Italy’ flavour for entire generations.
Joining the Barilla Group and the legacy of a ‘Made in Italy’ brand
Following a series of corporate takeovers, Pavesi joined the Barilla Group between 1992 and 1994. This move enabled the brand to continue on its path, keeping alive a legacy built on recognisable products, effective communication and an understanding of Italians’ eating habits, whilst strengthening its market presence, both in Italy and abroad, as an ambassador for ‘Made in Italy’ around the world. Today, Pavesi continues to be associated with lightness, convenience and moments of relaxation, confirming the strength of an identity built up over time. Alongside the great classics — Pavesini, Ringo, Togo and Gocciole — the company continues to innovate, whilst keeping intact that link with tradition which Mario Pavesi forged, starting from a small artisan bakery in Novara.
Well done to everyone who brings the flavour of Italy and ‘Made in Italy’ to the world!
Discover the stories of other Italian companies that produce high-quality biscuits.