Balocco, a key player in Italy’s breakfast biscuit and festive confectionery market, showcased its latest product innovations at the 2025 edition of TuttoFood in Milan. Central to its presence was unveiling a new wafer range, featuring refreshed packaging as part of a broader rebranding initiative aimed at uniting tradition with modernity.
The revamp is designed to elevate product appeal while reinforcing the company’s identity as a purveyor of high-quality, Italian-made confections. The new brand positioning seeks to communicate the company’s heritage in a simple and accessible way, drawing on nearly a century of pastry-making expertise from the Balocco family, whose roots in the sector date back to 1927.
Among the highlights was a lemon-flavored wafer, developed with international markets in mind. The launch signals Balocco’s continued investment in product innovation and its ambition to expand its footprint in the global wafer segment. The new flavor aims to reflect the richness and indulgence of Italy’s confectionery tradition in a form suited for international palates.
Exports currently represent 13% of Balocco’s total revenue, with distribution across more than 70 countries, spanning the EU and non-EU markets — from Europe and the Far East to Australia, the Americas, and the Middle East.
In addition to its wafer line, Balocco offered an early look at its 2025 holiday range. This year’s selection includes updated takes on Italian seasonal desserts such as chocolate cake, panna cotta, zuppa inglese, and tiramisu, alongside its classic pandoro and panettone — in traditional form and new filled varieties tailored to evolving consumer tastes.
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