Authentic Italian bakery giant Balconi is taking its UK market expansion to the next level this autumn, rolling out major nationwide listings across Tesco and Asda starting in September, followed by further discounter expansion in October.

Bringing La Dolce Vita to the UK ambient cake aisle

Balconi’s autumn expansion cements its growing status as a major player in the UK ambient cake market. Grounded in a rich 70-year heritage that began in a small pastry shop in Nerviano, Milan, the brand embodies Italy’s world-renowned reputation for exceptional culinary quality and uncompromising ingredients.

Built on the belief that great baking starts with clean, simple recipes, Balconi crafts its authentic products free from artificial sweeteners, colourants, or preservatives. By combining classic artisan traditions with modern baking techniques, the brand delivers a genuine taste of la dolce vita to everyday snacking moments.

What’s new on supermarket shelves

Balconi is heading straight into major grocery aisles with a lineup of exclusive and expanded product offerings:

Tesco Exclusive

Italian White Chocolate Cake Rolls Milk: an indulgent new twist featuring soft sponge rolls filled with sweet milk cream and enrobed in a smooth white chocolate coating.

Tesco launch

Italian Cake Rolls Cocoa Cream 10-Packs: these iconic 10-pack sponge spirals offer triple cocoa goodness, featuring a rolled sponge, luscious filling, and a smooth cocoa shell available in both rich Cocoa and Milk Cream options.

Asda launch

Italian Wafer Cubes Hazelnut: Light, crispy, multi-layered wafer bites filled with a rich hazelnut cream, expertly crafted without artificial colours, sweeteners, or preservatives.

With these major supermarket listings, Balconi continues to make everyday Italian bakery luxury accessible to households across the UK.

Michael Inpong, chief marketing officer at Valeo Foods UK, who owns Balconi, said: “Entering Tesco and Asda marks an incredible milestone in our UK journey as we dial up our passion for authentic Italian living across the country. In Italy, food is all about connection, warmth, and taking time out to enjoy a traditional afternoon “merenda”. Every bake that is produced carries over 70 years of Milanese pastry-making heritage, born from a small family shop near Milan.

“UK consumers are looking for high-quality, authentic sweet treats that bring a true taste of la dolce vita without compromising on value. By expanding our footprint with national supermarket partners and introducing exciting new innovations, like our White Chocolate Cake Rolls and Hazelnut Wafer Cubes, we are making the everyday joy and daily luxury of authentic Italian bakery accessible to millions more homes across the UK.”