Did you know FIAT once commissioned a famous Italian chocolatier to make FIAT branded candy?
Did you know you can still buy it today?
In 1910, FIAT released the Tipo 4. The Type 4 was a larger, luxurious vehicle. So much so, 1 special torpedo version was made to transport King of Italy Victor Emmanual III and his guests during World War I. Giovanni Agnelli wanted something special to bestow upon those who purchased his new car. So, in 1910, he sponsored a contest.
Cremini were chocolates created in Torino in the 1800s. They were 3-layered candies. The 2 outer layers were gianduja chocolate (gianduja is a blend of chocolate and 30% hazelnut paste) and the inner layer was a hazelnut paste. Variants soon featured coffee or lemon pastes in the center. Cremini rapidly became world favorites.
Thus, Giovanni announced his contest: Italian chocolatiers would compete to create a cremino, a candy born in the city of Torino the same as his FIATs, worthy of presentation to new Tipo 4 owners.
Bolognese Italian pastry chef Aldo Majani won the competition. Not only was his cremino scrumptiously tasty, but it broke the rules and was 4 layers of deliciousness. 4 layers to perfectly match the Tipo 4.
The idea behind the contest came from Gabriele D'Annuzio, a friend of the Agnelli family. It became one of the first marketing campaigns in Italy.
For several years, only FIAT could distribute the candy; however, eventually Majani was able to sell the candy in its shops. It swiftly became Majani’s leading product..
A total of 684 Tipo 4s were produced. The Tipo 4 established several firsts for FIAT. They were the first to use integrated engines, a L-shaped combustion chamber, and fuel feed taps for cold starts.
The Tipo 4 featured a 4-cylinder, 5.7L engine which produced 53 hp and could reach a top speed of 33 mph.
While production of the luxury FIAT Tipo 4 stopped in 1918, production of the luxury candy, the Majani FIAT Classico cremino continues to this day. Majani now offers the FIAT cremini in various shapes, sizes, and flavors and even offers FIAT Easter eggs. To this date, Majani remains the only third party manufacturer with FIAT’s permission to use FIAT’s logo on products.
Just before I wrote this article, I ordered a box.
Mmmmmmmmmmm…
~Tazilon Brenner
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Sources used:
Riva Reno, History of Cremini Chocolates, no author or date cited.
360carmusuem.com
Stellantis Heritage
Majani Chocolates
Wikipedia