ArteBianca drives PanPiuma in GDO: 42 million in revenue and private label at 40%

A staple food such as bread is not affected by the crisis. Nor is the company ArteBianca, founded in Venice in 1968 by Adriano Anzanello and known for having created Pan Piuma, the first crustless bread for sandwiches.

Having started out as an artisan business, ArteBianca is now a solid business group, capable of adapting to the market while continuing to improve and innovate both in terms of its products and at company level, in response to demand from Italian and international customers. The Venetian company, which is always looking for new ingredients and recipes, as well as constantly improving the energy performance of its production lines with a reduced environmental impact, closed 2025 up 5%. This growth is expected to continue in 2026. We discussed its strategies and future plans with Massimiliano Anzanello, son of the founder, who passed away a few months ago, current chief executive officer and formerly also president of the food industry section of Confindustria Venezia.

What was the company's turnover in 2025 and what are the growth forecasts?

We closed 2025 with turnover of 42 million euros, up 5% (Nielsen source), thanks to excellent work with customers and extensive communication with the end consumer through a range of activities. PanPiuma is, in fact, the premium partner of Bologna FC for the 2025-2026 and 2026-2027 seasons, top sponsor of Umana Reyer Venezia for ten years, and was a partner of the 56th edition of the Giffoni Film Festival (2026). It also supports the Saltainbocca project to promote food education in schools. Our development is always focused on continuous improvement, both of products and packaging. In 2025 we improved the recipe by switching to extra virgin olive oil across the entire PanPiuma range, improving taste and softness in pursuit of constant and ongoing quality improvement. We also frequently carry out consumer tests to ask our consumers how and where we can improve. The production process is becoming increasingly consistent, and the packaging is continually reviewed to communicate the product claims more effectively.

How are you performing in GDO and what market shares do you hold?

In the first months of 2026 we achieved growth of 6%. And the best-selling product is PanPiuma Integrale. As regards our main products, those bearing the Artebianca brand are present in GDO at 70%, while in the Horeca channel they account for 30%. Panpiuma, on the other hand, accounts for 90% in GDO, while the remaining 10% is exported; Panpiumino is present in 100% of supermarkets, and Tramezzino Venezia is a product created for export abroad. We support the market through innovation in communication, a different approach to the consumer and widespread presence in organised large-scale retail; this affects the performance of our market. We are the company with the most products on the shelves, thanks to a range of 18 products covering every need and consumption occasion.

How are you optimising your supply chain to meet GDO requirements in terms of punctuality, order flexibility and waste reduction?

We continually invest in our production lines to improve quality and consistency, maximise both yield and quality, and become increasingly punctual with deliveries.

How much of the company's business does PL represent? Do you aim to grow in this sector, and with what margins?

For us, private label accounts for approximately 40%. We intend to grow in this area, but only with margins in line with those of branded products.

How much does export account for in your company? And which are the most important countries and those you would like to enter?

Export accounts for 10% of our business, and the most important countries for us are Usa, Franca, Spain, the Netherlands, Slovenia, Croatia, Belgium and the Czech Republic.

What new products and innovations did you launch on the market between 2025 and 2026?

To continue upholding our commitment not to use additives, preservatives or colourings, while following traditional recipes, in 2025 we renewed our entire product range using exclusively extra virgin olive oil. In 2026, meanwhile, we launched two major new products on the market: PanPiuma 100% Integrale (300 g) and PanPiuma Integrale Classico Nuova Ricetta (400 g).

What challenges do you expect to face in the coming years?

One of the challenges is certainly managing shelf space among competitors. The private-label brand and the offering to consumers will be the key to success, as will avoiding duplicate products and loss of value.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.