A new brand architecture focused on the Bauli and Motta brands, with an investment of approximately 82 million euros for the development of new product lines, the innovation of production processes and the repositioning of the brand

The Bauli Group embarks on a new phase of its growth path and aims to achieve the ambitious goal of1 billion in turnover by 2030, through a clear strategy based on three directions: the diversification and innovation of product categories, sales channels and the strengthening of presence in key foreign markets.
To face the challenges of the bakery market, characterized by fragmentation and polarization of prices, the Bauli Group, with an investment in the two-year period 2024-25 of approximately 82 million euros,aunches the new brand architecture which is part of the three-way growth path and consists of a simplification of the structure.
At the center of this revolution the two iconic brands of the Group, Bauli and Motta, which will be the subject of a profound transformation and of arepositioning, following a portfolio strategy oriented towards the creation of value:

• Bauli, thanks to a high level of awareness and appreciation from consumers, will become the “group leader”, optimizing its offer and also including some iconic products such as Buondì and Girella. The DNA of the brand will be rebuilt around the concept of the sourdough starter, an ingredient that the company has cherished for more than 100 years and which is the basis of all its products.

• Motta will undergo a real repositioning: with its pastry expertise on some of the most iconic products in Italy, starting with the Panettone of Milan, will become the Group’s premium brand.
The entire transformation is based on a significant paradigm shift: the objective is to implement an approach increasingly focused on enhancing the value of the business through investments in process, product and talent innovations.
“We believe that through differentiation and the creation of value for the consumer, there is still room to grow both in Italy and abroad. Strengthened by our century-old expertise in the world of bakery, we look with enthusiasm at future objectives, making 360° innovation our main strategic lever to reach new consumer targets, on different consumption and purchasing occasions” – he statesFabio Di Giammarco, CEO of the Bauli Group.

The three development guidelines of the Group that guide the company towards future growth:
• new products: we will continue along the diversification path, developing new categories and investing in product innovation, strengthening the Group’s positioning as a company both for holidays and for ‘every day’ and ‘every need’, accelerating the development of the anniversary segment, that of daily consumption as well as that dedicated to consumers with particular dietary needs.

• new channels: we will invest more and more in the Out Of Home channel and in the expansion of the “Minuto Bauli” sales point network, which now has 13 locations and where it is possible to taste the freshly baked product.

• new geographies: the internationalization path will accelerate, strengthening the company’s presence in key markets, such as the United States, India and South East Asia, but also in new geographical areas, such as South America and the Middle East.

The Bauli Group in sections:
• Year of foundation: 1922
• President: Michele Bauli
• Managing Director: Fabio Di Giammarco
• Headquarters and General Management: Castel D’Azzano (VR) – Italy
• Turnover 2022/2023 634 million euros (consolidated data)
• Number of employees: 1,300
• Production plants: 6 in Italy, 1 in India (Baramati)
• Foreign offices: France, Slovakia, India, Singapore and the United States
• Export: in over 70 countries around the world

Bauli S.p.A.
Bauli S.p.A. is a leading Italian company in the confectionery sector founded in 1922 in Verona as a small artisan pastry shop. It is the main operator at national level in the special occasions segment where it holds over a quarter of the market at Christmas and Easter. With around 1300 employees worldwide and 7 production sites, of which 6 in Italy, in Castel d’Azzano (VR), Orsago (TV), Romanengo (CR), San Martino Buon Albergo (VR), Altopascio (LU), Guarene (CN), and one in India, in Baramati. The company today boasts a large portfolio of anniversary, daily use and health products under the Bauli, Motta, Doria and MaxSport brands.

For information:
Noesis
baulicorporate@noesis.net