Loriana, the Italian piadina specialist owned by the Valsoia Group, is marking a major milestone in its internationalization strategy. One year after initiating its global growth plan, the company has officially entered the markets of Norway, France, Switzerland, and the Netherlands, while significantly strengthening its distribution network across Germany and Sweden.
Record growth in European retail
The brand’s expansion is yielding impressive financial results. During the first three months of 2026, Loriana reported a 100.3% increase in international turnover compared to the same period in 2025, underscoring the growing consumer appetite for authentic Italian flatbreads across Europe. In Germany, the company has successfully solidified its presence within major retail chains, including Edeka and Rewe.
A key achievement in this expansion strategy is the partnership in Norway with COOP, which brings Loriana products into approximately 600 points of sale. This deal effectively deepens the brand’s foothold in the Nordic region, adding to its established success in Sweden at ICA. Meanwhile, in the Netherlands, the company has secured a presence in over 300 Jumbo stores, further cementing its position as a key player in the European bakery and convenience food sector.
Future strategic outlook
“The results achieved over the past year confirm the growth potential of our brand in foreign markets,” stated Andrea Panzani, CEO and General Manager of Valsoia. “Our expansion into new markets and the consolidation of our presence with primary European retailers reflect the effectiveness of our current strategy. We remain committed to investing in international development to ensure our traditional piadina becomes a staple on European tables.”
As part of its long-term roadmap, Valsoia intends to continue this upward trajectory by enhancing distribution in existing territories and launching targeted communication campaigns to educate European consumers on the versatility of the Italian piadina.