In 1937 Mario Pavesi and three staff started producing biscuits in a small Novara bakery. In the post-war period he launched biscuits of an original shape and light texture that would give energy without being too heavy, suitable for children. Called Pavesini, not surprisingly the first advertising campaigns targeted mothers. In 1955, returning from a trip to the United States, Pavesi started producing crackers, perfect for a changing Italy. In the 1960s it was the turn of Ringo, biscuits conceived for teenagers raving over the Beatles. In 1970 along came Togo, chocolate-coated finger biscuits, and in the 1980s were joined by Amici del Mattino, a line of breakfast butter biscuits. In the 1990s, Pavesi joined the Barilla group.
