For fifteen years, everyone recognized the face of the smiling boy on the “Kinder” chocolate wrapper. But his identity was kept secret for a long time, which caused various guesses, rumors, and even “fake stars” who claimed to be that very boy. In reality, the real hero had to remain silent because of a contract.
It all started with a casting in 2004: the company chose 11-year-old Italian Matteo, designers edited his photo and made him the face of the brand. The packaging was updated several times — the clothes and background changed, but the boy’s smile and image stayed the same.
Over time, different people began claiming that they were “that boy” from the chocolate wrapper: the British Josh Bateson used this image in the modeling field, and in Italy TV host Alessandro Egger made similar claims. “Ferrero” did not comment on these situations, and Matteo could not speak because of an agreement signed by his mother.
The contract ended in 2019. In 2021, Matteo cautiously hinted that he was that boy, but disputes flared up again. Finally, in 2024, he showed journalists a document signed with “Ferrero” and officially confirmed that from 2004 to 2019 it was exactly his photo used on the packaging. Interestingly, he even took part in a symbolic ceremony, “passing” his role to a new boy, but the new hero’s name was not disclosed.
Matteo Farneti is now 32 years old. He works as a model and actor, cooperates with various agencies, takes part in perfume and clothing advertising campaigns, and travels a lot. On social media, he shares work moments, travel images, and photos with friends. He speaks warmly about his family, but he does not like to reveal details of his personal life. Sometimes his posts include information about his studies at Mercatorum University, but modeling remains his main profession.
Matteo considers working with “Kinder” a lucky opportunity: for him it was a school of discipline and patience. Now that the secret is out, he can remember those years calmly and with a smile.
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