The new chocolate Novellini are born from the collaboration between Gentilini and Zàini

From the meeting between Gentilini and Zàini come the new Gentilini chocolate Novellini, made with Zàini Emilia Chocolate.

A partnership between two heritage brands

A collaboration that goes beyond co-branding and brings together two heritage brands united by a history spanning more than a century, entrepreneurial continuity across generations and the ability to innovate products that are deeply rooted in the Italian food imagination.

Born from the vision of pioneering entrepreneurs between the nineteenth and twentieth centuries, Gentilini and Zàini are now structured companies that still express, through the guidance of the founding families, a valuable continuity of entrepreneurship within the Italian food industry and the same responsibility: to safeguard a heritage built over time and help it evolve.

The new product

The initiative takes shape around one of Gentilini’s signature products, the Novellino, which in the new variant meets Emilia, Zàini’s historic cooking chocolate, which holds the leading position in Italy in the cooking chocolate block segment.

The collaboration therefore also represents an interesting evolution for Emilia: the chocolate traditionally associated with preparing homemade desserts enters the biscuit directly and reaches the table at breakfast.

The result is a Novellino that retains the distinctive characteristics of the Gentilini biscuit – slow processing, a crisp and crumbly texture and a particular ability to be dunked – enriching them with the aromatic notes of Emilia Chocolate. Gentilini biscuits are also wrapped while still warm, a production choice aimed at preserving the aroma and fragrance they have when freshly baked.

A shared idea

The partnership reflects an idea shared by the two companies: safeguarding tradition means helping it evolve, without losing its authenticity.

For Gentilini, the launch is part of the renewal of the Novellini range, which includes a new freshness-preserving multipack packaging and new variants designed to expand consumption occasions. The Emilia Zàini chocolate version complements its traditional role at breakfast with snacks and other moments of the day.

For Zàini, the initiative brings Emilia into a new consumption territory while preserving its identity as a chocolate associated with home, cooking and family memories. Values that closely resonate with the brand’s story, the only chocolate to bear the name of a nanny (the nursemaid to the founder’s children in the 1940s).

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.