Valsoia, the Italian group specializing in plant-based products, has launched an international expansion plan for its proprietary brand Piadina Loriana, aiming to bring the traditional Italian piadina to a broader European audience.
Following an initial testing phase, the company is now scaling up distribution in key markets including Germany, Spain, Sweden, Lithuania, and Slovenia, where the product is already available in leading supermarket chains.
Domestically, Loriana has posted steady growth, securing the number two position in Italy’s piadina segment. Abroad, however, the product remains largely unfamiliar, offering significant growth potential in the packaged bakery sector.
To support its global ambitions, Valsoia has developed a new brand identity for Loriana tailored specifically to international markets. The revamp includes redesigned packaging to improve clarity and appeal, a dedicated website, and unified communication materials—all built around three strategic brand pillars: Italian heritage, premium quality, and tradition.
“This international push for Loriana marks a strategic step in the brand’s growth journey,” said Andrea Panzani, Valsoia’s CEO and General Manager. “We believe strongly in the piadina’s potential in overseas markets—not only is it delicious and versatile, it also represents an authentic expression of Italian food culture.”
Loriana was recently added to Italy’s Register of Historic Trademarks of National Interest, a designation that now also holds value in international markets.