Around 1900, the prices of the two main ingredients for chocolate – cocoa and sugar – dropped tremendously. In addition, the liberalization of the cocoa trade and the abolition of government taxes on cocoa lead to a growing democratization of cocoa and chocolate. As a consequence, in ten years time, chocolate became affordable for a growing number of mainly middle class consumers in the first half of the 20th century.
In Italy, Francesco Buitoni, a relative of the renowned pasta making family, starts developing his chocolate activities in 1907. In 1922 he invents and markets the famous “baci”, which means kisses in Italian. These are small chocolates, wrapped in silver paper that contain a love message. Chocolate and romance go hand in hand.