Adnkronos (Adnkronos) – Ci sono storie d’impresa che, nel corso del tempo, diventano parte della storia di un Paese, entrando nelle case, nelle abitudini e nei ricordi di intere generazioni.
Quella del Gruppo Sperlari è una di queste. Nata nel 1836 dalla bottega aperta da Enea Sperlari nel cuore di Cremona, l’azienda celebra 190 anni di attività, un traguardo che racconta quasi due secoli di tradizione dolciaria italiana e, soprattutto, la capacità di trasformare un patrimonio di ricette, conoscenze e competenze in una realtà industriale che continua a evolversi.
Un percorso che ha attraversato epoche, trasformazioni del mercato e cambiamenti nelle abitudini di consumo, mantenendo un legame profondo con le proprie origini e la volontà di interpretare il presente. Oggi il Gruppo è una realtà di riferimento nel panorama dolciario italiano, con un fatturato di circa 150 milioni di euro, un portafoglio di business equilibrato tra prodotti continuativi e stagionali, che contribuiscono ciascuno per il 50% ai ricavi, e una struttura industriale composta da cinque stabilimenti produttivi in Italia, nei quali viene realizzato il 100% dei prodotti dell’azienda, per un totale di circa 20.000 tonnellate all’anno.
A questi numeri si affiancano oltre 400 dipendenti fissi, che arrivano fino a 750 durante la stagione, e una strategia orientata alla crescita profittevole, sostenuta da investimenti nei marchi, nell’innovazione e nelle competenze industriali.
La solidità del Gruppo Sperlari si riflette anche in un portafoglio che riunisce alcuni dei marchi più riconoscibili della tradizione alimentare italiana: Sperlari, Saila, Galatine, Dietor, Dietorelle e Paluani.
Brand con storie e identità differenti, che presidiano categorie complementari e accompagnano gli italiani tanto nelle occasioni quotidiane quanto nei momenti di festa. Nel mercato delle caramelle il Gruppo si posiziona come terzo player in Italia, con una quota a valore del 9,7%, mentre nel comparto dei dolcificanti detiene una posizione di leadership, con una quota di mercato a valore superiore al 18%. Una posizione particolarmente significativa è quella di Sperlari nel mercato del torrone, dove il marchio registra una quota a valore del 38,2% nella distribuzione moderna, secondo i dati sell-out circana aggiornati all’11 gennaio 2026. Dalla tradizione del torrone e della mostarda cremonese alle caramelle, dai dolcificanti ai grandi lievitati delle ricorrenze, l’evoluzione dell’offerta testimonia la capacità dell’azienda di ampliare il proprio raggio d’azione valorizzando il patrimonio dei singoli marchi. In questo percorso si inserisce anche Paluani, storica realtà veronese fondata nel 1921, il cui sviluppo rappresenta una delle priorità del Gruppo nel segmento dei prodotti da ricorrenza.
In a market where there is a strong loyalty to traditional flavors and a growing focus on new taste experiences, formats, and consumption occasions, the Sperlari Group continues to focus on innovation to make its portfolio relevant to new generations. The renewal of the Sperlari brand identity, launched in 2025 with a new logo, packaging evolution, and a new communications platform, is accompanied by the development of products that reinterpret established categories while maintaining recognizable quality and distinctive characteristics. This approach encompasses the entire portfolio and is also reflected in the new products for 2026, including Sperlari Stick, which offers a more convenient and contemporary way to consume nougat; Zanzibar Double Sensation, dedicated to new taste experiences; and the expansion of the Paluani offering for special occasions. "When I think of the 190th anniversary of the Sperlari Group, I think first of all of the trust that so many generations have placed in us and the responsibility to continue to deserve it tomorrow. We are fortunate to be the guardians of brands that are part of people's lives, but we know that this bond cannot be taken for granted: it must be nurtured every day, listening to those who choose us and having the courage to change when necessary. In the coming years, we want to continue investing in the people, skills, and ideas that will allow us to face new challenges, maintaining the passion for our work that has been with us since our origins. I would like for the new generations, many years from now, to recognize in Sperlari the same value it represented for those who came before them, finding something new and, at the same time, profoundly familiar," says Riccardo Viani, CEO of Sperlari.
Throughout its history, the Sperlari Group has undergone significant corporate transformations, preserving the industrial and cultural heritage that defines its identity. Part of the German group Katjes International since 2017, the company has maintained Italian management and entirely Italian production, through a production structure that preserves skills and traditions developed in various regions. This model reflects the desire to enhance historic brands and industrial expertise over the long term, preserving their specificities even within an international corporate structure. This heritage is expressed through the stories of the brands and the places where they were born: Cremona for Sperlari, Verona for Paluani, Abruzzo for Saila, and Lodi for Galatine. A plurality of traditions that today coexist within a single Group, in which four brands have been awarded the Historic Brand of National Interest recognition. This legacy finds continuity in the work of its people and the ability to pass down production skills, maintaining a direct relationship with the local communities. The Cremona plant maintains a central role in this story, symbolizing the company's origins and a confectionery expertise that continues to meet the demands of contemporary industry. Alongside enhancing its historic processes, the Sperlari Group focuses on process efficiency, research and development, and the evolution of its offering, allocating resources to initiatives with the greatest growth potential. Priorities for the coming years include strengthening brand positioning, product innovation, and development on international markets, which currently account for approximately 20% of total revenue.
A path oriented towards profitable growth, with a focus on profitability and the ability to generate long-term value. For 2026, the Group also expects double-digit EBITDA growth, confirming its focus on industrial efficiency and solid financial results. This vision views the company's history not as a legacy to be preserved unchanged, but as a resource upon which to build new development prospects. To celebrate this anniversary, the Sperlari Group has chosen to transform its history into a visual narrative that pays homage to the people, places, and traditions that have accompanied it over time. This artistic project stems from a deep connection with Cremona and the desire to share with the city a heritage built over nearly two centuries of activity. At the heart of the initiative is an illustrated history in ink, created by Guido Damini, a Cremonese historian and popularizer, which traces six significant moments in Sperlari's evolution, from its origins in 1836 to the present day. The work unfolds as a single, continuous panel, featuring black-and-white illustrations and large choral scenes, through which corporate events, industrial transformations, and personal stories become part of a collective narrative. "The most interesting challenge was condensing such a rich story into just a few images, choosing details and episodes that would resonate even with those unfamiliar with it. I tried to create a narrative that invites people to pause, observe, and discover something unexpected. I like to think that everyone can find something in the illustration that piques their curiosity, a memory to rediscover, or simply a reason to look at this story with new eyes," explains Guido Damini.
During Cremona's Torrone Festival, the chronology will be exhibited to the public under the Loggia dei Militi, bringing the story of 190 years to the heart of the city. The decision to share the work in the very place where it all began reinforces the significance of a celebration that goes beyond the company's milestone, becoming a tribute to the region, its traditions, and the generations who have contributed to building Sperlari's identity. The project also includes a commemorative book, collecting events, anecdotes, images, and testimonials, and a journey through the voices of employees, protagonists of a history of shared experiences, skills, and memories, both past and present. Different elements of a single narrative that recognizes people as the common thread linking its origins to its present. Because 190 years of history encompass more than just products, brands, and industrial achievements, but also thousands of personal stories that have contributed to making the Sperlari Group what it is today. A heritage to be preserved and passed down, but above all to be continually enriched, so that future generations can identify with this story and help write its next chapters.
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