Timeless Boero, sales at 10 million. Investments and new flavours at Witor's

The season for boeri, the classic pralines filled with cherry and liqueur, on which Italians spend over 10 million euros, 80% of which is concentrated in modern distribution, is in full swing.

"Like most chocolate products, sales are concentrated from September to the Christmas period," explains Jean Valery Raffard, ceo of market leader Witor's (€122.5 million turnover). Boers are the historical product of this Cremona-based company, founded in 1959 and now controlled by the 21Invest fund, which closes 2025 with a solid growth trend, particularly in pralines, and with an expansion into foreign markets (it is present in more than 80 countries) on the wave of global phenomena such as Dubai chocolate.

Witor's Boers are also experiencing strong growth and, during the festive season, are expanding their distribution to almost 90 per cent of large-scale retail outlets. These pralines are a popular cadeau, considered to all intents and purposes an Italian speciality. Although their origin is linked to continental Europe, where the tradition of combining chocolate and kirsch has ancient origins. The most credited theory attributes their invention to the Swiss pastry chef, Emil Gerbeaud, patron of the café of the same name in Budapest, for which they are still a feather in their cap.

There are many versions circulating about its arrival in Italy. What is certain is that in 1962, six years after the launch of its 'cousin' Mon Chéri by Ferrero, the founder of Witor's, Roberto Bonetti, registered the name 'Il Boero' and began the distribution of this praline, soon followed by other competitors, such as Zàini, which with its tree-shaped display conquered a place on the counters of bars in northern Italy. What also made it popular was an effective promotional stunt: according to the indication printed on the inside of the wrapper, you could always win at least one more Boer.

Since then it has become such a familiar chocolate that today practically all the big names in chocolate making, both artisan and industrial, have it in their assortment. The classic type (extra dark chocolate, liqueur and cherries), still the best-selling, has been joined by other versions such as milk chocolate. The latest innovations from Witor's offer the non-alcoholic version and fresh pairings with popular spirits, such as coffee and sambuca or pink grapefruit and gin. Novelties also developed to extend the season and push sales into the summer.