Following its successful entry into the UK market, Italian bakery brand Balconi has announced it’s accelerating its UK presence from September, with an extremely extensive rollout of cakes and treats across wholesale.
Rolling out from September, the vibrant new collection brings the “warmth, artisanal heritage, and irresistible indulgence of Italian bakery culture directly to everyday UK shoppers.”
Milan origins
Originally founded in 1953 as a small family-run pastry shop near Milan, Balconi has grown into a beloved international brand while staying true to its traditional roots. Crafted with authentic Italian recipes, every treat offers “a premium yet affordable taste of daily indulgence,” it said.
Michael Inpong, chief marketing officer at distributor Valeo Foods UK, said: “We’re delighted to bring even more of our much-loved bakery products to UK shoppers.
“In Italy, taking time out to pause, connect, and enjoy a traditional afternoon “merenda” (Italian for ‘snack’) is a cherished daily ritual. Every Balconi bake honours that passion, carrying over 70 years of Milanese heritage, time-tested recipes, and quality ingredients.”
Shelf standout
To maximise shelf standout, Balconi’s fresh UK packaging features crisp, colour-coded branding complete with the signature Italian flag ribbon, an immediate mark of authentic provenance.
Rolling out this month, the five-packs of Cocoa Cake Bars carry an RRP of £1.50, the eight-packs of Milk Sponge Slices’ RRP is £1.75, the Madeleines in Classic and Chocolate (both six-packs) are £1.50, the Sharing Cakes (in Tiramisu, Chocolate, Strawberry, Cocoa & Apricot) carry RRPs of £2.50, the Cocoa and Capuccino Sharing Rolls are both £2.50, and the Cake Rolls (in six-packs of Apricot, Strawberry, Chocolate, 6-pack) are just £1.
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