We all know the story of Ali Baba. But no one has ever heard it told like this. In a time long ago, not in the desert but in the bustling city of Naples, Ali Baba found not gold or diamonds … but an even more fragrant treasure: thousands of babas yet to be dunked in rum.
It all began when, hiding in the branches of Mount Somma to escape a band of thieves, Ali Baba heard the magic formula, “Open sesame!” The rock opened and revealed a mysterious cave. The forty thieves went in and out–but he, curious, wanted to find out what that secret cavern hid.
Inside, the scent was intoxicating: caskets filled not with gold, but with golden, shiny, fragrant treats. Neapolitan babas! He tasted one…then another…then another. But more than satiating himself, he thought of those who had nothing: his wife, his people, the children in the alley. He filled the sacks and returned home, distributing the babas as if they were treasures. And so, amid the scent of rum and collective joy, Ali Baba became a legend: not for what he took, but for what he gave.
Since then it has been known as the King of Babas. And every time you taste one, some of that magic returns.


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