Italian bakery brand Balconi has confirmed nationwide listings at Tesco and Asda from September 2026, alongside a discounter launch planned for October. The move represents a significant step in the brand’s UK retail presence.

Founded in Nerviano, near Milan, Balconi has been producing packaged cakes and bakery snacks for over 70 years. Its UK retail range is positioned around a clean-label formulation approach, with products made without artificial sweeteners, colourants or preservatives.

The Tesco launch introduces two lines: an exclusive White Chocolate Cake Roll, comprising a soft sponge filled with sweet milk cream and coated in white chocolate, and the Cocoa Cream Cake Rolls, now available in a 10-pack format.

At Asda, the Italian Hazelnut Wafer Cubes will make their supermarket debut, described as multi-layered wafer bites with a hazelnut cream filling.

A six-pack of the Cocoa Cake Roll will enter discounter channels in early October, completing the autumn rollout. The brand is also expanding its wholesale offering with a Strawberry Sponge Slice aimed at the lunchbox and on-the-go segment.

Michael Inpong, Chief Marketing Officer at Valeo Foods UK, which distributes Balconi in the UK, said:

“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.”

The packaged cake category has become an increasingly competitive space in UK retail, with retailers expanding Italian and continental ranges in response to consumer interest in imported bakery formats.