The Elah Dufour Group, owner of the Novi brand, recently renewed its partnership with the Giro d'Italia. It will be the Official Chocolate of the Corsa Rosa until the 2026 edition. A collaboration between Novi and the Giro that has continued since 2020 and which had a special preview in 2019 with a stage finish in front of the Elah Dufour Group factory in Novi Ligure.
Guido Repetto, President of the Group Elah Dufour Novi, he did not fail to show his enthusiasm and pride for the continuation of the collaboration with the Tour of Italy.
«We are proud to renew and strengthen our bond with the Giro d'Italia – declared Guido Repetto – an event that best represents passion, tradition and Italianness, values that have always distinguished our Group. Since 2019, the year of our first involvement with the stage finish in Novi Ligure, We have enthusiastically supported the constant growth of this event, bringing the taste and quality of our chocolate to the streets of Italy and adding entertainment for all visitors to the Villages and the race course. For Novi, being part of the Giro means celebrating Italian tradition and the thrill of sport, engaging viewers with memorable experiences».
Many activities
Cycling fans will have several opportunities to connect with Novi during the three weeks of the Giro. This edition, too, will feature: Novi will in fact be the protagonist with activities in the Departure Villages, along the Caravan route and in the arrival areas, in addition to its presence in hospitality and strong digital amplification.
In the Starting Village of each stage, Novi will be immediately recognizable thanks to its iconic inflatable jar of Crema Novi, its mascot “Nocciolino” and tasting and entertainment activities where the public can taste the cream with 45% hazelnuts, all exclusively Italian, and win fun and useful gadgets.
Novi will also be present within the Giro Caravan with a personalized pick-up, distributing lots of gadgets and chocolates to the fans waiting for the riders to pass by. It will also be a partner of the project Bike school and will make its debut in the fun and interactive context of Fantagiro.
Chocolate dresses in pink
For the 2025 edition of the Giro d'Italia, the brand has decided to "dress" one of its best-known products in pink. This is Crema Novi which will be distributed in a special pink jar, dedicated for the first time to the Giro d'Italia. The Novi Ligure-based company has also produced a commemorative mini tin, featuring a vintage illustration, filled with Mini Nocciolato pralines, a chocolate-sized reinterpretation of their traditional Nocciolato.
The commemorative mini-tin carries on the front an illustration that evokes one of the most iconic images in the history of cycling, or the famous passing of the water bottle between Gino Bartali and Fausto Coppi, an image that Novi has reinterpreted, making it his signature visual for the Giro. The mini-tin will be available online and at specialized retailers.
There is also the competition
To make the Giro experience even more engaging, Novi will be present in Italy's best supermarkets and hypermarkets with themed installations that will bring the magic of the race to the shelves. Furthermore, the “In Giro con Novi” competition, active until July 13th and available on www.ingiroconnovi.it, will offer the chance to win many prizes, including Specialized Turbo Tero 3.0 e-bikes, and an exclusive trip for two to Rome to watch the final stage of the Giro d'Italia live.
