1975-2025: THE MILESTONES OF A 50-YEAR JOURNEY

1970s: MULINO BIANCO ARRIVES AND IMMEDIATELY SETS THE STANDARD

In October 1975, after years of experimentation, the first packs of Mulino Bianco biscuits (Tarallucci, Molinetti, Pale, Campagnole, Galletti and Macine) hit the shelves. Their names and shapes, inspired by rustic, old-world charm, quickly became a hit in Italy’s bakery market. The logo combines three key elements: ears of wheat and flowers symbolising natural goodness, the mill representing tradition, and the Mulino Bianco name that brings the two together with a message of authenticity and health. The packaging, designed to resemble bakers’ bags, instantly set Mulino Bianco apart from other brands. The warm yellow colour was chosen to evoke a sense of nostalgia, reminding people of the sweetness of childhood. The man responsible for launching the brand was inspired by the colour of white chocolate and uncooked dough snuck from the kitchen before it hits the oven. Mulino Bianco is a place in your memory, and every iconic detail adds to that sense of magic.
In 1978, Mulino Bianco introduced its first-ever points collection, offering a Coccio, a traditional earthenware breakfast bowl. The design was inspired by a 1919 piece, evoking the cups our grandparents used for their morning bread and milk. The promotion was an overwhelming success. Over 20 million Italians collected 600 million “ears of wheat” to earn the Coccio, which eventually made its way into the homes of 6 million consumers.
In 1979, a new advertising campaign was launched with the letters of the alphabet surrounded by the freshest, most natural ingredients. The Capolettera also made their debut on the packaging.
By the end of the 1970s, the first five snacks had made their appearance: Tortorella, Dondolo, Crostatina, Saccottino, Ciambella.

1980s: MULINO BIANCO REIGNS SUPREME IN THE GOLDEN AGE OF ADVERTISING

In 1981, Mulino Bianco conquered the afternoon TV slot with the debut of the Piccolo Mugnaio Bianco (PMB), a charming little miller who spent his days baking tarts and Bomboloni for his beloved Clementina.
In 1983, little surprise gifts or sorpresine were added to snack packs, designed by Graziella Carbone, a promotions and children’s games expert. A total of 650 different varieties were created. One million of the first sorpresina, called Carta vince, carta perde and inspired by the rock, paper, scissors game, were produced. To store these little treasures, the Maxi Sorpresiere was launched, a case that allowed you to keep them all together.
That same year, Mulino Bianco introduced the Dolcetti delle Feste, a range of treats with irresistible names like Canestrini, Ciocchini, Tenerezze and Baiocchi.
In 1984, the Piccolo Mugnaio made his appearance on promotional items such as calendars, tin trays and kids’ party goods, as well as in the sorpresine. The brand also introduced Barattolini delle Sorprese (surprise tins) and even created a series of cartoon stories.
By 1985, Mulino Bianco had launched Sfoglia di Grano crackers and reached fourth place in the European baked goods market.
In 1986, the brand became the market leader in Italy, and that same year, it expanded its pastry offerings with the addition of Cakes.
1987 also saw the birth of Ritornelli, Abbracci and Pan di Stelle.
In 1988, the first miniature version of the mill or Mulino made its debut: the Radio del Mulino (mill radio). Over the next few years, it took on new and exciting forms, including the Sveglia (alarm clock), the Mulino dei Segreti (mill of secrets), and later, the Mulino delle Meraviglie (mill of wonders), the Mulino degli Artisti (artists’ mill), and the Mulino di Archimede (Archimedes’ mill).

1990s: THE LEGENDARY MILL AND ITS FAMILY BECOME A REALITY

In September 1990, Mulino Bianco launched the mill family or Famiglia del Mulino campaign, a series that ran for four years, portraying the everyday life of an Italian-style family and promoting an idealised lifestyle connected to nature.
In 1992, Mulino Bianco expanded its snack offerings with the introduction of Plum Cake con yogurt, Pangrì (innovative breadsticks at the time), and Michetti.
In 1993, the brand also introduced a long series of gifts aimed at mothers, including tablecloths and white porcelain services. Breakfast gifts gained significant prestige, with exclusive items from renowned brands (the Robot della Salute food mixer, the Caffettiera Cappuccina coffee maker and the Scaldabrioche warming oven).
In 1994, the brand shifted its communication strategy. The key message evolved from “Eat healthily, return to nature” to “Eat healthily, find nature”. For the first time, Mulino Bianco emphasised that nature could be found even in the city, through a balanced diet and by reclaiming authenticity, even amidst the fast pace of urban life. That same year, Mulino Bianco began producing Fette Biscottate al Malto d’Orzo (malted barley biscuits), featuring a spiral design and protected by an international patent.
In 1995 the brand introduced Palicao and launched the Essere range along with Settembrini and Cioco Plum.
1996 saw the birth of Flauti, which won the Silver Plate award as the best confectionery product of the year.

2000s: THE MILL OF TOMORROW COMES TRUE IN THE MILL I WOULD LIKE

In 2000, to celebrate its 25th anniversary, Mulino Bianco introduced the fairytales or Favole campaign, with modern reinterpretations of literary myths and legends (Cinderella, Little Red Riding Hood, Snow White, Alice in Wonderland and the Pied Piper). The products themselves became the stars of the “Eat healthy and live better” series of commercials. Eight new Cakes were launched. Their innovative packaging earned the prestigious Design and Packaging Grand Prix in the food category. For children’s breakfasts, the new BiscoPazzi and CioccoGioco were introduced.
The popular in-pack promotions returned, associated with the Flauti and featuring the Flautiband.
In 2001, the beloved Tegolino made a triumphant return. Meanwhile, in the realm of specialty breads, Mulino Bianco introduced Buongrì and Cracker Cereali e Fibre in the Essere range.
In 2004, the brand made a bold leap in advertising with the Riscopriti genuino (rediscover your authenticity) campaign, modernising the image of Mulino Bianco and making it feel more relatable and human. The iconic soundtrack was taken from the movie The Gladiator. That same year, Pan Goccioli and Pagnottelle al Latte were introduced to the market.
In 2005, Mulino Bianco celebrated its 30th anniversary. The historic logo was redesigned, and the packaging for all products was updated. With over 750 commercials aired, the brand reached an impressive 96% of Italian households. To mark the milestone, Mulino Bianco launched the Biscotto delle Origini, a modern reinterpretation of its original biscuits and packaging. With just four products, you could also get the Nuovo Coccio, a breakfast bowl packaged in a design inspired by the Sorpresine del Mulino.
In 2006, the brand launched a new chapter in its communication with the imaginary baker or Il panettiere immaginario campaign.
The following year, in 2007, the free by nature or Liberi per Natura line was introduced, accompanied by a series of commercials.
In 2009, Mulino Bianco launched a campaign named Nel Mulino che vorrei (In the Mill I would like), ushering the brand into the digital age with an innovative platform designed to spark conversations, generate new ideas, and roll out a series of themed commercials.

2010s: THE MILLER WORKS FOR A BETTER WORLD

In 2010, the brand revamped its image by transforming its products into chapters of a big book entitled La Valle del Mulino (the Mill Valley). Updating the 1979 ABCs or Abbecedario campaign, the new design highlighted the Mill, its stories, and the names and shapes of the products. The phrase “This story begins with…” kicked off each tale, starting with the capital letter of each product name. This era saw the introduction of the Storie di Frutta smoothies and Tascotti: soft, golden breads perfect for filling with unique and tasty combinations.
Between 2010 and 2013, Mulino Bianco also launched the Tour del Mulino, a journey around Italy, stopping off in some of the country’s most beautiful squares. The goal was to connect with people, share the brand’s values and showcase its products. In the same year, Mulino Bianco reintroduced gifts in its packaging and launched the Amici del Mulino (Friends of the Mill), turning products like Flauti, Pan Goccioli, Saccottini, and Crostatine into charming characters. From 2010 to 2015, the Amici del Mulino evolved into a digital project. At the same time, the Sorpresine made a digital comeback with the Multimedia Catalogue and Smartphone Apps, creating a collection of around 850 different items.
In 2011, the brand rolled out a new ad campaign entitled “The pleasure of healthy eating“, focusing on the core values of sharing, authenticity, light-heartedness and naturalness.
In 2012, Mulino Bianco opened its wooden doors to the public, offering a magical experience where nature’s role in producing genuine ingredients took centre stage. The Mugnaio, along with his trusty companion, the hen Rosita, remained at the heart of this story.
2014 saw the launch of Le Focaccelle: savoury, single-portion bread snacks available in four flavours. For Valentine’s Day that same year, Mulino Bianco introduced a Limited Edition of Galletti and Rosite, biscuits designed to celebrate love.
In 2015, Mulino Bianco celebrated its 40th anniversary with a series of special initiatives. The celebration was framed as a collective experience, with the visual identity reflecting this inclusive theme. The logo was reimagined as if it had been hand-drawn and cut out, creating a unique, festive design that perfectly suited the Digital Collection created for the milestone. This also marked the launch of the brand’s first-ever Digital Point Collection and limited edition products.
In 2018, Mulino Bianco partnered with WWF Italia, the University of Bologna, and the University of Tuscia to create the Carta del Mulino (Mill Charter), aiming to promote sustainable farming practices throughout the wheat flour supply chain. To date, over 100 Mulino Bianco products are made with 100% soft wheat flour sourced from sustainable agriculture.This commitment aligns with consumer expectations: nearly 3 out of 4 Mulino Bianco buyers consider sustainability an important factor when making a purchase (Source: “Mulino Bianco e gli italiani” AstraRicerche 2025).

2020s: A NICER WORLD

In 2020, Mulino Bianco marked its 45th birthday with a commercial focused on people and their individual search for happiness, carrying the message “Good things make us happy”. At a challenging time for the country and the world, the campaign centred on people and their personal search for happiness.
In 2024, Mulino Bianco launched a new campaign entitled “There is a nicer world”. The world is full of good things. You just have to open your eyes to see them. The story depicts a family gathered around the breakfast table with Mulino Bianco Galletti biscuits, while a little girl has lost her teddy bear on the bus home from school. The story ends on a positive note as the girl recovers her teddy bear, and the ad wraps up with the brand’s new message: “There is a nicer world”.

2025: MULINO BIANCO is 50 years old