The boy everyone knows from Kinder chocolate. I didn't receive any royalties from the sales, but I don't regret anything, says Matteo Farneti.
Matteo Farneti, a boy who became a symbol of one of the most successful chocolate brands in the world. Until 2019, he was an integral part of marketing campaigns that made Kinder popular not only in Italy but all over the world. Since its launch over fifty years ago, three children have alternated on the packages. The first one was Günter Euringer, who is now 61 years old. In 2004, the well-known blond, blue-eyed boy came after him. Currently, he is working as a model in Italy. We managed to connect with him and conduct an interview in which he revealed how he perceives the whole campaign, how it changed his life, and what he thinks about being replaced.
This 31-year-old man, who is 189 cm tall and weighs 84 kg, has won the hearts of millions of fans around the world. His appearance is truly exceptional. Blue eyes and blonde hair have become a symbol of childhood innocence and charm, which has been associated with this brand for years. Everyone knows him as the "chocolate boy", but Matteo is much more than just that today. He presents his face and body in advertising campaigns for brands like Quellogiusto, German Gambini, Silvestri & Taddei and The Heritage Collection. He is dedicated to his personal development, studying and constantly seeking new challenges. His journey from a child star to an adult man with his own goals shows that he is not just a product of advertising, but a strong personality who can maintain his authenticity.
How did you manage to become the face of Kinder chocolate?
There were no recommendations yet. My mom, when she saw that I was very photogenic, sent photos to Milan and that's where it all started.
Did you feel like a celebrity then or was it just a picture of you on the chocolate?
I didn't feel like a celebrity at all. When I was little, only my parents, friends, and friends of my parents knew about me. None of them revealed my name to acquaintances or the media. But for sure, seeing myself on Kinder packaging in every supermarket was a strange feeling and it took a while for me to get used to it.
Do you remember the day they took your picture for Kinder chocolate? What was the experience like?
Yes, I do remember. It was a wonderful experience, which I had for one day together with my father in Milan.
Did you have special instructions for the shoot, for example how to smile?
No, I think it's hard to force a ten-year-old child to smile differently than is natural to them. Because of my young age at the time, I perceived everything as a game. Nevertheless, I enjoyed myself in front of the camera and felt natural.
Was the photo edited or retouched in any way?
I'm not familiar with these details. I initially thought it wasn't. Over the years the only thing they changed was the color of the shirt I had on. That's all I know.
It's clear that some changes must have happened. What do you say to the fact that you were retouched at such a young age?
I believe that it was a marketing strategy. This doesn't bother me at all. Mainly because any potential changes did not significantly affect my actual appearance.
Do you still have any memories of the photo shoot? For example, any documents or original photos?
I have a contract that I signed. I don't have anything else. Too many years have passed since then.
How much money did you get for it at the time? We know that your predecessor Günter Euringer got 150 euros for posing.
I would rather keep this information to myself.
Alright. So tell me, do you still have any income or commissions from it? Does the company still pay you any fees for using your face?
No, nothing. I just got the original fee for the photoshoot.
Did you have a long-term contract with the company or was it just a one-off collaboration?
I had two contracts with Ferrero. The first one was for Kinder chocolate bars and the second one was for a video for their social networks a few years back. It was a video about handing over the baton to a new face of Kinder. This contract bound me for five years, until the beginning of 2024.
How did this experience affect your life and how did your friends and family react to it?
My family understood the extent of this thing only when they saw my face everywhere on chocolates. I remember a moment that fills me with happiness and pride. My grandmothers always compare the shelves in the supermarket with Kinder and proudly tell all the saleswomen that this is their grandson. My parents' friends always brought us chocolate bars from abroad. My mom still has many of them. I never told anyone about the advertisement, but my friends asked me themselves if it was true. They were always surprised and curious about how I became the face of Kinder.
How did you perceive the fact that your face was known all over the world, but people did not recognize you personally?
I was little, I never thought about it and didn't attach great importance to it. But I liked the idea of being somewhat in every Italian household and not only there. People recognized me back then. Now as an adult less so, after all, I have changed a bit since then.
Did it change your childhood? Were you popular because of it or conversely, were you ridiculed?
For those who didn't meet me personally, I was a "Kinder kid". I was a shy boy, so there were moments when I just wanted to be Matteo.
What's the craziest or most surprising gift you've received from a fan?
I don't receive gifts, but I get beautiful messages from all over the world. All of them are wonderful. They always enjoy getting to know the child who grew up with them.
When you look at your cover now, what do you think about it? Can you age gracefully next to such a perfect child's smile?
I think so. Years pass for everyone. Besides a nice smile, I am an athlete who pays attention to nutrition. We are a cheerful person who values their family.
Don't you mind that you are no longer on the packaging?
When they announced it to me, I was a bit sorry, but I can say that I finished this chapter with honor!
Would you repeat your cooperation with Kinder?
Definitely, it was a wonderful experience. I would do it again without hesitation.
Do you personally like Kinder chocolate?
I love it! How could you not love Kinder? But the truth is, the real chocolate lover in the family was always my sister.
What is your opinion on the case with models Josh Bateson or Alessandro Egger, who claimed that they are on the cover?
I think it's absurd to pretend to be someone else. I would never do it personally. I don't see it well. That's why I gave a statement to the Italian Corriere di Bologna, because I wanted to stop those fake reports.
Do you meet them in person?
No, and I'm not interested either.
Did Ferrero company confirm by itself that you are on the wrapper?
Yes. The journalist who interviewed me confirmed it directly with Ferrero and they confirmed it in writing.
Not much is known about your current life. You are active on Instagram, where almost 41,000 people follow you and the number is still growing. Tell me something interesting about you and your life? Who is Matteo Farneti actually?
I don't know how to define myself. At first glance, I might seem shy, but once I get to know someone better, I relax and open up. I am an ordinary man, athletically inclined, cheerful and sociable. I love to spend time with my family and friends. I love traveling and I am grateful for my job, which allows me to discover the world, meet new people and explore different cultures. Currently, I mainly use Instagram for work purposes. Furthermore, I love sports. I have always loved football, but recently I discovered a new passion. Yoga.
It's said that Italians love to talk a lot. It can be said that their second national sport is speaking with their hands. Is this also your case?
Yes, I also speak with my hands. I am a true Italian!
What are you doing professionally and personally at the moment?
I am a model and a second-year student of sports management, living in the suburbs of Bologna.
Does working for Kinder in any way influence your professional path?
I don't think so yet. I'm not used to introducing myself as the former face of Kinder at castings.
And what about you and love? Do you have a girlfriend?
I'm currently single.
What is your dream woman like?
A simple girl with the same family values and an interest in the same passions. If I were to be straightforward, I prefer brunettes, but I notice many other things in women.
What do you imagine your future to be like?
I try not to look too far ahead. I live in the present and prepare the foundations for the future. That's why after many years I enrolled at university, to give myself another chance not only in modeling and advertising, which I grew up on.
Matteo, thank you very much for the interview.
Source: author's text, own questioning
