Following its hugely successful entry into the UK market, authentic Italian bakery brand Balconi is accelerating its UK presence from September with an extensive new rollout across discounter and wholesale channels. 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.
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 and filled with velvety creams, every treat offers a premium yet affordable taste of daily indulgence.
The new season kicks off with a selection of bite-sized treats and classic French-inspired Italian bakes, including:
Balconi Italian Cake Bar Cocoa: Oven-baked sponge cake filled with luscious cocoa cream and wrapped in a rich cocoa coating.
Balconi Italian Sponge Slices Milk: Light, delicate sponge slices layered with a smooth, sweet milk filling.
Balconi Italian Madeleines: Delicately baked, yoghurt enriched shell-shaped cakes offering a taste of European elegance.
Expanding their range, Balconi introduces a show-stopping line of Sharing Cakes and Rolls, perfect for family gatherings, entertaining, or an effortless tea-time dessert:
Italian Sharing Cakes: Available in four crowd-pleasing varieties, a coffee-soaked Tiramisu layered with mascarpone cream; a deep Chocolate sponge topped with chocolate shavings; a light Strawberry & Cream cake with white chocolate flakes; and a rich Cocoa Apricot (Viennese-style) sponge layered with velvety cocoa cream and tangy apricot jam.
Italian Sharing Rolls: Decadent, moist Swiss rolls available in intense Cocoa and aromatic Cappuccino coffee cream.
Individually Wrapped Cake Rolls: Soft, mini sponge rolls crafted without preservatives and filled with Apricot, Strawberry, or rich Chocolate cream. Perfect for lunchboxes and guilt-free snacking, with the fruity Apricot and Strawberry variants coming in at under 99 kcal per serving.
Michael Inpong, chief marketing officer at Valeo Foods UK, said: “We are 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 honors that passion, carrying over 70 years of Milanese heritage, time-tested recipes, and quality ingredients. Whether it’s an effortless coffee-break snack on the go or a show-stopping Tiramisu sharing cake brought to the family table, we’re thrilled to bring a genuine slice of la dolce vita and Italian luxury to everyday UK occasions at an accessible price point.”
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.
