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HERITAGE

1957 - 1971 THE ESTABLISHMENT OF STAINLESS STEEL

A REVOLUTION IN THE KITCHEN: THE PRESSURE COOKER.

The 1956-57 two-year period marks a turning point in product innovation, production mix and sales. The famous Thermoplan® base is introduced which will be used until the 2000s. Tinplate is discontinued, with total conversion to stainless steel. Massimo Lagostina, understanding the importance of opening new markets, enters countries from Central Europe to Greece, to Venezuela, with Canada and Israel to open in the following decade. Advertising investments intensify, and the slogan “Più sapore in metà tempo” ("More flavour in half the time") launches a revolutionary product for the coming years and the company's future: the pressure cooker. But the advertisement that was to become a mainstay in Italian memory was the one created by Osvaldo Cavandoli in 1969. A funny, dissatisfied, grumpy "Little Man" was to become the star of one of the most beloved TV ads ever: The Line.
 



Mission The Italian joy for good cooking needs to be shared by everyone. An opportunity to spend time with friends and family and to meet new people. We can do that, building upon our tradition and continuing to believe in the quality, innovation and craftsmanship of our products.