Abaribi received excellent feedback from the British market, closing out its successful participation in the European Pizza Show in London, an international event hosted by Bellavita Expo dedicated to high-quality food and beverage. For the Brescia-based company, this was one of its first significant steps abroad in the packaged sweet bakery segment, welcomed with interest by buyers and retailers thanks to the highly distinctive offering.
Abaribi croissants, made with sourdough starter, select ingredients, and a slow leavening process that lends fragrance and a rich sensory experience to the puff pastry, have been recognized as premium products in a market—the British one—where a product with these characteristics is not yet widespread. The company emphasizes that "the interest generated at the trade fair confirms our croissant's ability to enrich the shelf offering, attracting consumers seeking more satisfying experiences than the category standard."
The London event allowed Abaribi to establish new business contacts not only in the United Kingdom but also in other neighboring European countries, laying the foundation for a selective expansion of its export share. This process is supported by the expansion of the production facility, which has increased capacity and now allows it to dedicate specific volumes to foreign markets.
"Italy remains our center of gravity," the company explains, "but we now have the foundation for a more structured dialogue with the United Kingdom and neighboring European countries. We are seeking partners capable of leveraging the premium quality of our products and the consistency of our positioning." While the UK market represents an opportunity to introduce a new category, neighboring European markets are considered natural due to their similar consumption patterns, logistical proximity, and greater supply chain efficiency.
The competitive landscape for packaged sweet bakery products in 2025 has been challenging, with consumers increasingly focused on value for money, a streamlining of shopping carts, and changes in consumption occasions. In this scenario, Abaribi maintains a distinctive positioning thanks to its use of sourdough starter, its puff pastry structure, and its focus on the overall sensory experience. These factors have consolidated a loyal customer base and confirmed the product's perceived quality.
The decision to look abroad is part of a process of redefining purchasing behavior, in which the company is identifying new opportunities for international development. The goal for 2026 is to increase exports to a double-digit share of total revenue, a realistic target thanks to increased production capacity and product differentiation in the bakery segment.
"Growth abroad is a natural progression," the company concludes. "We want to bring the quality of Abaribi croissants to new European shelves, maintaining our roots and creating long-term value together with our distribution partners."
