Motta's upgrade to a premium dimension starts with Christmas 2024, as the Bauli group had anticipated last summer, on the occasion of the presentation of the new brand architecture. The new course counts on the collaboration with the Chef Bruno Barbieri and, in addition to panettone and pandoro, it will also involve new products for everyday consumption, such as snacks and biscuits, all made unique by the chef's touch and selected ingredients.
Thus new products are born (the Mottino) and existing ones are renewed (the pandoro is lowered and becomes a dome). The Mottino, the novelty, is a product that is inspired by the traditional Italian snack, bread and butter and jam. And it represents the starting point of this new collaboration.
“It was an extremely complex job, difficult. I also wondered why they hadn't chosen a pastry chef. It would have been the most logical path - comments the Chef Bruno Barbieri – . But then I understood what I could do, more than a pastry chef or in any case different. I could tell my story, my world, my visions and merge them with the world of pastry making which is a world of formulas, numbers, rules. This project, which took about a year of work, goes beyond a simple collaboration between a company and a chef: it is not just the ideas of a visionary, but the emotions of a soul with a free spirit. I worked on products that evoke memories and inside each new product there are the secrets, the experience, but also the dreams of a chef”.
This strategic repositioning is part of a five-year project of the Bauli Group which aims to reach a billion in turnover (which today amounts to 600 million), as declared by the CMO Luca Casaura. "Innovation has been in the brand's DNA since its birth in 1919 by Angelo Motta: not only a great pastry chef but also a great creative mind. Today we find this same drive in Bruno Barbieri, who has been able to completely reinvent the range with the mastery that only a chef with such great experience can have.", he has declared.
The chef's creative signature, in fact, guarantees the use of selected ingredients and enables the opening of new markets, innovative products and diversified sales channels. In the new Motta “collection”, the panettone, low and pastry-inspired, they are naturally cooled. But above all they are enriched with premium ingredients, ranging from sultanas to candied Calabrian oranges; the chocolate flakes of the Panettone Glassato meet with candied cherries using the French method.
La dealer of panettoni & Co. signed by Barbieri should start in the last days of October 2024, officially marking the new phase of the Motta brand.
History of Motta
More than a century ago Angelo motta invented the “pirottino”, that particular container of folded (or pleated) paper that wraps portions of sweets including panettone, a Milanese specialty par excellence, of which Motta has risen, by virtue of tradition and antonomasia, to the rank of synonym. Motta, together with Alemagna, the other brand symbol of the best Italian food and confectionery industry, is part of that manufacturing tradition that often arose from the imagination of artisans and knew how to grow harmoniously within the cultural system of a country: these industrialists have also contributed to contemporary iconography, with memorable series of advertising posters (billboards and posters), still very current today. One of the artists who has collaborated with the business world is Sepo (Severino Pozzati), author of the Motta poster of 1931, the one with the famous red M, symbol of Motta and Milan, welcoming and majestic, serious and familiar at the same time, like the entrance to a factory or a cathedral.
