Perugina Chocolate Factory

Visit the Perugina chocolate factory in Perugia

Did you know that one of Italy’s most famous chocolates, Baci Perugina, is made in Umbria? Just a 20-minute drive from the historic centre of Perugia, the Perugina chocolate factory invites visitors to explore the history of this iconic Italian brand, visit the chocolate museum, and enjoy a delicious chocolate tasting. A guided tour of “La Casa del Cioccolato” (the House of Chocolate) is a fun excursion for chocolate lovers and a lovely addition to a holiday in Umbria. We did this tour in 2018, and this is what we learned.

The history of Perugina

It all started in 1907 with a small confectionery business producing confetti: sugar-coated almonds traditionally served at Italian weddings, communions and other special occasions. The company was founded by four prominent members of Perugia society: Francesco Buitoni, Leone Ascoli, Francesco Andreani and Annibale Spagnoli.

Just a few years later, in 1915, the Perugina chocolate factory opened in Fontivegge, Perugia. The company began producing cocoa products in 1917, and in 1919 it launched its first dark chocolate bar, Luisa, named after Luisa Spagnoli. The famous Bacio chocolate followed in 1922.

The first box of Perugina chocolates was introduced in 1923. At the time, chocolate was still considered a luxury and was mainly bought as a special gift.

Although Perugina faced little competition from other chocolate manufacturers in its early years, the company continued to focus on high-quality, distinctive chocolates. It also became a pioneer in advertising, promoting its products at events, in shops and on the radio.

Perugina during the Second World War

Despite the Great Depression, the rise of fascism in Europe and the outbreak of the Second World War, Perugina grew into one of Italy’s largest chocolate manufacturers. Mass production gradually became an important part of the business.

In the late 1930s, Perugina began selling its chocolates in the United States. In 1939, the company opened its first chocolate shop on Fifth Avenue in New York.

On 17 June 1944, the German army bombed the Perugina factory in Fontivegge. Reconstruction began soon afterwards, and the business gradually recovered. In 1960, the company’s current chocolate factory opened in San Sisto, just outside Perugia.

Perugina chocolate today

Today, chocolate is no longer a luxury reserved for special occasions but an everyday treat. The well-known Swiss food company Nestlé acquired Perugina in 1987. Since then, the company has introduced many new chocolate products. However, the original recipes for Luisa dark chocolate and Baci Perugina have remained an important part of the brand’s heritage. Perugina chocolates are sold in Italy and in many countries around the world. The brand continues to combine Italian chocolate-making traditions with modern production techniques.

Baci Perugina: the famous Italian chocolate

The first Baci chocolate was introduced in 1922. It consists of a whole hazelnut surrounded by gianduja chocolate, with a dark chocolate coating. The recipe is traditionally attributed to Luisa Spagnoli. Luisa initially called her creation Cazzotto, meaning “punch”, because its shape resembled a clenched fist. Luigi Buitoni thought that Bacio, meaning “kiss”, would be a more appealing name. The little love notes wrapped around each chocolate soon became another distinctive feature of Baci Perugina.

The classic Bacio comes in its familiar silver wrapper. Over the years, the range has expanded to include different flavours and special editions. Examples have included Baci Gold, with white chocolate and caramel, Dolce Vita, with white chocolate and lemon pieces, and Amore e Passione, with raspberry, created in collaboration with Dolce&Gabbana.

Visiting the Perugina chocolate factory in Perugia

A visit to the Perugina-Nestlé chocolate factory is a wonderful opportunity to discover how these famous chocolates are made. The factory complex is enormous, and visits must be booked in advance. The guided tour is available in Italian and English. It begins with a film introducing the history of Perugina, followed by a guided visit to the museum, where you can learn more about the company and its most famous products.

After the museum visit comes one of the highlights: a chocolate-tasting session. You can sample different varieties, starting with dark chocolate and finishing with Nestlé’s sweet Galak white chocolate. There is plenty to try, so pace yourself!

The final part of the tour takes you inside the factory itself. For reasons of employee privacy, photography is not permitted in the production areas, either with a camera or a mobile phone. Watching the large-scale production of chocolate is fascinating. The employees wear white clothing and hats, in accordance with the factory’s hygiene requirements.

At the end of the tour, you can visit the shop at the museum to buy Perugina chocolates and souvenirs.

Practical information for your visit

For the latest information about tours, availability and reservations, visit the official website: www.perugina.com/it/casa-del-cioccolato/la-casa

Address:
Viale San Sisto 207C
Località San Sisto Perugia

Telephone:
800 800 907 (from Italy) or
+39 0245467655

Duration: Approximately 1.5 hours

Remember to check the current opening times and booking arrangements before your visit.

Discover Perugia and Umbria

A visit to the Perugina chocolate factory is an enjoyable way to spend a few hours during your stay in Umbria. You could combine it with a stroll through the historic centre of Perugia, a visit to one of the city’s museums or a leisurely lunch at a local restaurant.

If you’re planning a holiday in Umbria, staying in a holiday home or private villa gives you the freedom to explore Perugia and the surrounding countryside at your own pace. At Villa in Umbria, you’ll find personally selected holiday homes and villas with pools in different parts of the region. Discover your ideal base for exploring Umbria, from its historic towns and chocolate traditions to its beautiful countryside.

Frequently asked questions

Can you visit the Perugina chocolate factory?

Yes. Visits are guided and booking is required.

How long is the tour?

About 1.5 hours, plus extra time for the shop.

How much does it cost?

In 2026, an adult ticket is €12, with reduced rates for other categories.

Is the tour available in English?

Yes, choose English when booking.

Is it open on Sundays?

No. The museum is closed on Sundays and public holidays.

Can you take photos?

Not on the production walkway.

Is it good for children?

Yes, with reduced tickets and family-oriented practical information.