Idb Borsari (Giovanni Cova &C.) cakes to reach 100 million turnover within five years
Three main lines of development beyond the Christmas business: the inauguration of the Borsari-branded chain of pastry shops, new acquisitions, and the expansion of products under the Giovanni Cova & C. brand.
Key points
Idb-Industria Dolciaria Borsari looks to the future with major ambitions, articulating its development strategy along three main lines: the inauguration of the chain of Borsari-branded pastry shops, new acquisitions in the confectionery sector, and the expansion of continuing products under the Giovanni Cova & C. brand.
"The goal is to open at least one shop per year," explains Andrea Muzzi, managing director of the Idb Group. The strategy envisages a concentric expansion around the Badia Polesine (Rovigo) site: "In 2026 we will open in Verona, then in Ferrara, where we are already in contact with various signatories for locations, and then we will close the circle with Padua-Vicenza-Bologna". A well-considered choice, which avoids large metropolises: 'We no longer want to preside over large cities such as Milan because they are too expensive and absolutely unprofitable, too competitive and above all subject to the fashions of the moment. Instead, we want to build a solid chain that can bring marginality and profitability'.
The projected numbers are significant: each good-sized shop should generate around EUR 2 million in turnover. "We are in dialogue with two companies that are very structured in the franchising world," Muzzi reveals, anticipating a target of "200 shops in five years" with a one-stop formula on a fresh pastry product, which he does not wish to reveal at the moment.
Diversification with continuous products
Parallel to retail expansion, Idb is focusing on the diversification of its offering through continuous products. For the Giovanni Cova & C. brand, which is already present in the large-scale retail trade with a market share of around 21% (Source: Nielsen, 2024), the company has installed "a high-performance line of muffins and brownies of 10,000 pieces per hour".
The year 2025 has already seen the launch of Il Brownie, which followed that of Il Muffin, flanking established products such as the Crostatine and EsseFrolla biscuits. The Muzzi brand, on the other hand, will maintain its premium positioning: "It will increasingly be the representative of the highest quality product," confirms the managing director, citing this year's line with "five absolutely extraordinary artisan products and top-quality packaging".
