Ferrero chocolate boss Pietro Ferrero dies in South Africa
Pietro Ferrero, industrialist, was born on September 11, 1963. He died on April 18, 2011, aged 47.
His success was assured, however, when in 1964 he refined his father's recipe to make a spread he named Nutella. In the decades since, it has become Italy's comfort food of choice, associated with such key concepts in the national character as childhood and self-indulgence.
When unfounded rumours circulated recently that European regulators were planning to ban it as unhealthy, members of the cabinet sprang to its defence.
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While Pietro shared the family's reserved disposition, he was regarded as one of Italy's most promising young managers, and was a director of both Deutsche Bank and Mediobanca. His chief passion was cycling, and he often trained and competed in races around the hills of Piedmont and in the Dolomites.
He died after seemingly suffering a heart attack while out cycling during a business trip to South Africa.