Novi

Novi is an Italian chocolate brand from Piedmont. It belongs to Elah Dufour S.p.A., which was formed in 1982 when Flavio Repetto brought together four historic Italian confectionery brands: Elah, Dufour, Novi and a fourth. The Repetto family still leads the company, now under Guido Repetto, son of the founder.

Products

• Chocolate and confectionery under the Novi, Elah and Dufour brands
• Raw materials sourced from Piedmont and Liguria, according to the company
• Brands recognised in 2024 as Historical Trademarks of National Interest in Italy

Elah Dufour joined the Association of Italian Historical Trademarks in 2025.

Good to know

Novi is the chocolate side of a group that combines several old Italian names. The brand name points to the town of Novi Ligure in Piedmont, a region known for its confectionery tradition. Elah Dufour sells its range through its own online shop at shop.elah-dufour.it as well as through retail. Both the Novi and the Elah brand carry the official recognition as historical trademarks, which Italy grants to long-established companies.