In 1957, Michele inherited a family business creating a chocolate paste with nuts. The man was very passionate about it. In order to create new products, he thought about a collective image of an Italian housewife and asked simple questions: what does she buy for her and her children, what does she like?

This is how he created Kinder Surprise chocolate eggs — he figured that kids liked chocolate and parents made them drink milk so he combined these products. He created Ferrero Rocher and Raffaello sweets and he improved the recipe of chocolate spread and gave it a more recognizable name — Nutella.

Michele noticed that American women cared about their weight and wanted to make a good impression: for them, he created the famous Tic Tac which only has 2 calories.

Michele lived a long life and died at the age of 89, leaving his children the brand that people all around the world know and love today.

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