Vicenzi, with limited editions savoiardi turn pink after 120 years

It is since 2014 that Grisbì has adopted the formula of the limited editions: in eleven years it has launched around twenty of them and, compared to the debut, the quantities of each have increased tenfold. A couple of them have been so popular that they have become continuous, such as the pistachio variant, which achieved an all-time sales record, and moreover in July, a traditionally flat month for the biscuit market.

"It all started as an experiment," explains Elena Personi, marketing manager of Vicenzi, "We proposed a summer version, with chocolate and mint, with which we invited consumers to try a new flavour to be enjoyed fresh from the fridge and convinced buyers to include a reference available in limited quantities and for a defined period of time. It was a successful test, which overcame the limits of a single-product offer, extending the consumption season, bringing in new buyers and making Grisbì an icon of innovation. And if the brand continues to increase its market share (26% in volume, +2.6 points in 2025), it is also thanks to the support of limited editions.

In fact, every year, from the analysis of macro trends in the food world and the 'nose' of the R&S and marketing teams, two new limited edition variants are born. It is not just a matter of tempting with new flavours, but of offering an experience and a concept, such as the citrus version called Dolce Vita. Starting with 'proprietary' flavours, developed in-house, Vicenzi has also gone on to create new variants together with brands that share its values, such as Baci Perugina, Baileys and Müller. Research conducted by the company shows that limited editions bring new consumers closer to both partners and in this they have more added value than simple extension lines.

The experience with Grisbì convinced Vicenzi to introduce this formula also on Matilde Vicenzi, the company's historical brand that in 2025 celebrates its 120th anniversary. A brand leader (26% share) in ladyfingers, a much-used ingredient but also often reduced to a commodity, where innovating is difficult also because of the strong competition from private labels. The Veronese company has bet on Vicenzovo Pink, a strawberry-flavoured savoiardo, perfect both as a biscuit and to speed up the preparation of summer tiramisu, and which has performed very well even in Autogrill. "This product has confirmed the effectiveness of limited editions in demonstrating our brands' ability to innovate and move a very crowded shelf, where we compete with large international groups but with excellent results," Personi emphasises.

Third largest brand player in industrial confectionery, the Vicenzi Group closed 2024 with a consolidated turnover of 167 million euros, is growing more than the market this year across all brands, in particular Mr Day (+11.4%), Matilde Vicenzi (+10.3%) and Grisbi (+8.5%), and has announced 20 million euros of industrial investments in the three-year period 2025-2027.