Our Mulino Bianco brand celebrates 50 years of good memories
25 July 2025
There’s a timeless place where the air is filled with the comforting scent of freshly baked delights. A sunlit mill, its wheel turning slowly to the sound of flowing water and the rustling of wheat fields...
It’s more than just a place. It’s where memories live. A refuge where time seems to slow down, and the beauty of simplicity meets the art of doing things well. It’s a place many of us first met as children, through a commercial, a packet we couldn’t wait to open, a small surprise that warmed the heart. And above all, through the products themselves: the biscuits, the snacks, the breads that have come to life in that mill, and continue to win over generations, young and old.
Over the years, this mill has become a symbol of a deep longing for authenticity and warmth. A longing steeped in memories of childhood, affection and the comfort of home. Our Mulino Bianco is this, and so much more. It's the brand that for half a century has allowed us to share with people a world of beauty, authentic feelings and the simple gestures that give life its meaning, and which today, in 2025, is celebrating its first 50 years with us.
WHEN MILLS WERE WHITE...
But in what context was Mulino Bianco born? And why? To answer this question we need to step back fifty years.
As Italy faced a time of economic hardship and social change, we understood the need to evolve, to offer people something new. So we set out to create a brand that would bring more than just baked goods to Italian tables.
We wanted to offer a sense of comfort and optimism, an imagery rooted in nature, care and simplicity.
This is how our Mulino Bianco was born, as pictured in the first logo created by graphic artist Cesare Trolli and perfected by designer Giò Rossi. And with it our Campagnole, Galletti, Molinetti, Pale, Tarallucci – the first biscuits to be launched on the market – and Tortorella, Dondolo, Crostatina, Saccottino, Ciambella – the first five Mulino Bianco snacks.
From the very beginning, Mulino Bianco managed to build a deep emotional connection with people. From the Terracotta Coccio (bowl) to the more than 650 Sorpresine (little surprises), and all the other gifts offered between the late ‘70s and early ‘80s, Mulino Bianco prizes found their way into people’s homes and became part of daily life as cherished keepsakes. By the time beloved treats like Canestrini, Ciocchini, and Baiocchi (the Dolcetti delle Feste) appeared on supermarket shelves, along with Sfoglia di Grano Crackers, and later Ritornelli, Abbracci and Pan di Stelle, Mulino Bianco had already become an icon of goodness.
IN THE MILL OF MY DREAMS IS A NICER WORLD
In the 1990s, Mulino Bianco deepened its bond with the public through one of its most memorable advertising campaigns when the Mulino Bianco family made its appearance on TV screens. Glimpses of a simple, nature-filled life, moving to the gentle rhythms of the countryside, brought to life with the direction of none other than Giuseppe Tornatore and music by Ennio Morricone, entered the collective imagination as a symbol of authenticity and the warmth of family. It was the era of PlumCake and Pangrì, of Michetti, Fette Biscottate and Flauti.
At the start of the 2000s, to celebrate its 25th anniversary, the brand underwent a transformation: the Mulino took on a more modern look, the product range expanded, and its language evolved. As the new millennium began, it was the “Favole” that told the story, highlighting the goodness of the ingredients and the care behind every recipe. New campaigns emerged, along with new snacks and new ways to be part of people’s everyday lives — Tegolino, Pan Goccioli and Pagnottelle among them. And all the while, Mulino Bianco kept listening, experimenting and innovating, while always staying true to its roots.
After 2010, the brand found a renewed voice with a fresh wave of advertising campaigns focused on simplicity, care and authentic relationships. Inside the Mill, the Miller took the ingredients offered by Mother Nature and transformed them into the products we know and love. It was a decade marked by a growing commitment to sustainability, transparency, nutritional quality, and a responsible supply chain. In 2024, we can finally say that “There is a better world”: a world full of beautiful things we want to keep discovering and nourishing, day by day, with Mulino Bianco.
BEYOND THE BRAND, THE POWER OF SMALL GESTURES
From the very first day of Mulino Bianco’s journey, one idea has guided us and stayed close to our hearts: every gesture, even the simplest, can become something special when made with care. For fifty years, this principle has shaped how we craft each recipe, old and new, in our factories.
Today, that same care is expressed through tangible actions for both the environment and people. Take the Mulino Bianco Charter, for example: our commitment to more sustainable soft wheat farming. We certify our supply chain, honour the natural cycle of the seasons, protect soil health by reducing pesticides, and dedicate at least 3% of our fields to fostering biodiversity.
It is no accident that, through the Mulino delle Api project, we’ve installed hundreds of small hives near Mulino Bianco wheat fields to support solitary bees and other pollinators facing challenges in reproduction and nesting.
That’s why today Mulino Bianco is so much more than a brand: it is our way of demonstrating that every day offers a chance to pause and take the time to return to what truly matters. A shared breakfast, a snack made with love, a biscuit that carries the fragrance of childhood. A simple, kind gesture that, when added to many others, can truly make a difference.
FIFTY YEARS OF GOOD MEMORIES
To mark its fiftieth birthday, we turned Mulino Bianco’s anniversary into a grand celebration, with a calendar of events bringing together cities and people.
In Milan and Parma, the MulinoSveglia — a full-scale replica of the iconic mill-shaped alarm clock from the 1980s — took centre stage. On special days, thousands of visitors were invited inside this magical installation to rediscover treasured Mulino Bianco artifacts, from the Cocci to Sorpresine, and the beloved Rosita hen, reliving the charm of the brand’s earliest advertisements.
And of course, we couldn’t miss the chance to honour all those who have made – and continue to make – Mulino Bianco’s history. So in June, production paused at our plants in Novara, Ascoli Piceno, Cremona, Melfi, Rubbiano and Castiglione delle Stiviere to bring people together for a celebration.
Nearly 1,900 employees shared stories, anecdotes and memories of their time with Mulino Bianco, coming together to celebrate the success of a journey they’ve been part of from the very start.
As Carolina Diterlizzi, Mulino Bianco’s Marketing Vice President, highlighted:
“Mulino Bianco is cherished in particular because of the hearts, hands and smiles of those who have believed in a beautiful dream every single day.”
And of course, we continue to believe in it, confident that many more Mulino Bianco anniversaries lie ahead.
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