In Turin, Pietro often watched the workers go to work, and had begun to think of a sweet alternative that could replace bread and tomatoes, this is how he invented a chocolate and hazelnut paste, which had to be substantial but at the same time affordable.

This desire becomes a mission for Pietro, which leads him to work non-stop and even at night to try different doughs and find the ideal recipe; his wife Piera is also involved in the project; he had to taste everything and give an objective opinion.

Meanwhile, in Alba, word spreads that the laboratory is looking for manpower: five or six workers no more, but in a city where in the immediate post-war period the only hiring is that of a municipal street sweeper, this is a great opportunity.

In 1946, after four years of attempts, Pietro launched a hazelnut-based cream on the market and initially called it Pasta Gianduja and then Giandujot, associating it phonetically with the famous Piedmontese carnival mask.

The cream was a huge success on the part of consumers, even among the youngest, an audience that Piero had not initially considered, instead, it turned out to be a cheap dessert for children's snacks and gluttony.

On March 2, 1949, Pietro Ferrero died, perhaps suffering from a heart attack, exhausted, it is said, by the frenetic distribution activity that he personally carried out, driving his Topolino through the streets of Piedmont.

[4] The management of the company remains family-run and Giovanni Ferrero, Pietro's younger brother, expands the sale and distribution of his products, directly from the factory to the retailer, with specific vans.