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Valsoia accelerates research and doubles in Serravalle Sesia

Investment. For the company, revenues up 11.3% and sales abroad up 7.9%. CEO Panzani: it is our ambition to become number one for plant-based ice cream in every country where we are present

29 July 2024

3' min read

Valsoia is doubling its production plant in Serravalle Sesia (Vercelli). The reference company in the Italian health food products market, whose management is based in Bologna, has decided to expand its plant in Piedmont to increase production capacity in response to growing demand. In the 2023 financial year, the company achieved revenues of €112.8 million, up 11.3% compared to 2022, and saw a significant increase in foreign sales (+7.9%).

"During 2023, we achieved excellent results in terms of revenues for our entire product portfolio, particularly thanks to our ice cream line, which is one of our pillars. This is why we have decided to invest in an expansion project that is a natural consequence of the growth the company is experiencing,' explains Managing Director Andrea Panzani. 'It is a total investment of around EUR 30 million, which we will dilute over the years, destined for the expansion of the Serravalle Sesia production site, which will double in size, thanks to the construction of a new building connected to the current plant. In addition to the financial resources for machinery and walls, the investment covers the costs of technological renovation. At the same time, projects dedicated to the technological adaptation and modernisation of the production departments are being implemented'.

Andrea Panzani. Amministratore delegato di Valsoia

The Serravalle Sesia plant has three production areas, together with extract processing. The R&D and Quality Assurance functions also operate internally for all the brands and products of the Group, whose brands include Santa Rosa, Pomodorissimo, Weetabix, Vitasoya, Diete-Tic, Piadina Loriana and Naturattiva.

Work on the new production site is scheduled to be completed between 2025 and 2026. "Our ambition is to become number one for plant-based ice cream in every country where we are present. Therefore, we have to equip ourselves with adequate space,' adds the CEO. 'Already today in Italy we cover 80 per cent of the market share, which is growing steadily, of plant-based ice creams, which are also very popular abroad, where the line accounts for 40 per cent of its total volumes. But our sweetener Diete.Tic, which has grown 40% since we acquired it, is also growing strongly, and with which we aim to position ourselves as a leader in the entire sweetener market. To do this, we have to ensure adequate production space. At the same time, we consider it essential to expand the department dedicated to extraction from vegetable seeds, which is the initial phase of our production that is then completed, for some product lines, by our external partners.

Among the projects underway is a major communication campaign aimed at bringing the brand closer to the new generations.

"We have redefined the positioning of Valsoia Bontà e Salute, renewing its image, introducing new packaging and, above all, choosing new languages that better appeal to the new generations," explains Panzani. "We have made three new films, one on ice cream, one on yoghurt and drinks, and one on the meal solution world.

In Valsoia's future plans, there is, in addition to the further development of the ice cream range, the launch of several new products following the main consumer trends, e.g. the new protein line and the expansion of 'sugar-free'.

"Valsoia has since its origin been able to anticipate the times, proposing the best solutions for a target group in search of vegetable alternatives. We are characterised by our uniqueness as a leading brand with a clear brand image, top market awareness and the ability to cover every consumption moment that requires a vegetable alternative. We will continue in this direction by continuing to support brand and innovation.