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 acquired Motta and Alemagna from Nestlé.