In the 1940's Pietro Ferrero had a dream. The gifted Italian confectioner wanted to bring fine chocolates to the world. First, though, he needed to change the way his countrymen bought chocolates. In 1946, Pietro began to do just that. At the time, confections, cake and pastries were reserved only for special occasions, and even then Italian consumers chose products from small manufacturers and local pastry shops. Pietro's vision went far beyond these confines. He wanted to create original premium candies and make them widely available at affordable prices.