13 "loaves" to be given to college students on Christmas Day. The first recorded association of panettone with Christmas can be found in the Italian writings of the 18th century illuminist Pietro Verri. He refers to it as pan de ton ('luxury bread'). 20th century In the early 20th century, two enterprising Milanese bakers began to produce panettone in large quantities for the rest of Italy. In 1919, Angelo Motta started producing his eponymous brand of cakes. It was also Motta who revolutionised the traditional panettone by giving it its tall domed shape by making the dough rise three times, for almost 20 hours, before cooking, giving it its now-familiar light texture. The recipe was adapted shortly after by another baker, Gioacchino Alemagna, around 1925, who also gave his name to a popular brand that still exists today. The stiff competition between the two that then ensued led to industrial production of the cake. Nestlé took over the brands together in the late 1990s, but Bauli, an Italian bakery company based in Verona, has since acquired Motta and Alemagna from Nestlé. By the end of World War II, panettone was cheap enough for anyone and soon became the country's leading Christmas sweet. Lombard immigrants to Argentina, Uruguay, Paraguay, Venezuela, Colombia, Ecuador, and Brazil also brought their love of panettone, and panettone is enjoyed for Christmas with hot cocoa or liquor during the holiday season, which became a mainstream tradition in those countries. In some places, it replaces the king cake. Panettone is widely available in South America, including in Argentina, Brazil, Chile (see: Pan de Pascua), Ecuador, Colombia, Uruguay, Venezuela, Bolivia, Paraguay and Peru. It is known in Spanish as panetón or pan dulce, and as panetone in Brazilian Portuguese. Peru's Antonio D'Onofrio, son of immigrants hailing from Caserta, Italy, spawned his own brand using a modified form of the Alemagna formula (e.g., candied papaya is used instead of candied citron and lemon, as these fruits are not available in Peru), which he licensed along with the packaging style. This brand is now also owned by Nestlé and exported throughout South America. Panettone is popular within Italian communities in the U.S., Canada, Australia, and the UK. Italian food manufacturing companies and bakeries produce 117 million panettone and pandoro cakes every Christmas, collectively worth €579 million. There is an event held in Milan since 2013 that awards the Best Traditional Panettone