Forno d'Asolo

What Forno d'Asolo does

Forno d'Asolo is an Italian frozen bakery brand founded in 1985 in the Veneto region and now operating as a subsidiary of Sammontana Italia S.p.A. Società Benefit, headquartered in Empoli, Tuscany. The company manufactures and distributes over 1,200 sweet and savory frozen bakery references, including the flagship Re B. cornetto line, krapfen, cornetti, focaccia, pizza bases, pinsa, pizzette, schiacciata, tarts, and an expanding vegan and gluten-free range certified by V-Label. Proprietary product features include a 32-layer lamination technique, a natural sourdough formulation that preserves fragrance through evening service, and an edible fragrance co-developed with fragrance house Bondi 1926.

The business operates a pure B22B model targeting the Italian HoReCa channel — hotels, restaurants, bars, and cafés — via a nationwide field sales agent network, regional account management for larger chains, and the parent group's multi-brand distribution infrastructure. Revenue is generated through recurring frozen-product supply under pricing negotiated by sales representatives; pricing is not publicly disclosed. Beyond product supply, the company runs the Forno d'Asolo Academy (training programs including Induction, Master Professione Barista, and Academy Evolution), publishes the bilingual Forno & Caffè Magazine, and maintains the Protagonisti del Buono ambassador community to deepen client relationships.

The company employs 251-500 staff and has secured one disclosed funding round in 2014 led by 21 Invest with Green Arrow Capital, while remaining privately held within the family-controlled Sammontana Italia group. Leadership includes CEO Alessandro Angelon and Commercial Director Enrico Leandro. Strategic emphasis over recent years has centered on product innovation (vegan, protein, premium Re B. line), service ecosystem buildout, and sensory differentiation rather than geographic expansion beyond Italy.

Name

Forno d'Asolo

Legal name

Sammontana Italia S.p.A. Società Benefit

Website

https://fornodasolo.it

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

Forno d'Asolo is an Italian frozen bakery brand producing over 1,200 sweet and savory products for the domestic HoReCa sector via a B2B field sales model. It operates under Sammontana Italia and supports clients through its Academy training and Forno & Caffè magazine.

Ownership category

akta.pro rank

Product category

Commercial Frozen Bakery

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Commercial Bakeries (311812), Frozen Food Manufacturing (31141)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Frozen Pizza & Flatbreads (CRADADAB), Frozen & Par-Baked Bakery Production (THAFAFAK), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

Keywords

• Frozen bakery products
• Commercial bakery manufacturing
• Horeca foodservice supply
• Italian frozen pastries
• Frozen savory bread

Headquarters

HQ city

Maser

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Frozen Bakery Products (B2B): Forno d'Asolo generates revenue through the sale of frozen bakery products to professional foodservice clients (bars, restaurants, hotels). Products include sweet pastries (croissants, krapfen, tarts), savory items (focaccia, pizza, pinsa, schiacciata), and specialty items. Distribution occurs through field sales agents and direct relationships with HoReCa establishments.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Forno d'Asolo manufactures and distributes over 1,200 frozen sweet and savory bakery products — including croissants, krapfen, focaccia, pizza, pinsa, schiacciata, tarts, and a V-Label certified vegan & gluten-free line — through a B2B field sales network serving the HoReCa sector (bars, cafés, restaurants, hotels) across Italy. The company combines industrial frozen production with cold chain distribution, branded product innovation (such as the Re B. cornetto line and Cornetto Cubo), and a professional training academy supporting foodservice operators.

Product overview

Forno d'Asolo is an Italian bakery company and a brand of Sammontana Italia S.p.A. Società Benefit, offering over 1,200 sweet and savory bakery products for the foodservice industry. The product portfolio is organized into four main categories: Sweet Bakery (Forno Dolce) featuring the flagship Re B. croissant line, krapfen, cornetti, and pastries; Savory Bakery (Forno Salato) including focacce, pinsas, pizzas, pizzette, schiacciata, and focacciotto; Cakes & Desserts (Torte e Dessert); and an extensive Vegan & Gluten Free Line certified by V-Label. The company also operates the Forno d'Asolo Academy for professional training and publishes the Forno & Caffè Magazine for baristas. With 40 years of history, the company emphasizes Italian tradition, quality ingredients including natural sourdough, extra virgin olive oil, and cold chain preservation.

Differentiator

Problem solved

Functional benefit

Products and services

• Re B. (Re della Bontà) Croissant Frozen Italian croissant with natural sourdough and consistent texture throughout service hours; available in plain, cereal, and glazed variants with various fillings for HoReCa breakfast service.
• Cornetto Cubo Pronto Forno Cube-shaped croissant with 32-layer lamination, soft buttery dough, baked in a designated mold for 20–25 minutes; designed for distinctive visual presentation in professional venues.
• Krapfen Soft, airy filled donuts in apricot, custard, hazelnut cream, pistachio, and red velvet flavors; made with free-range egg yolks and requiring no baking — only thawing before service.
• Cornetto Vegan Elixir 100% plant-based croissant line made with high-oleic sunflower oil, shea, and type 2 flour enriched with wheat germ, V-Label certified; available in Guava, Frutti Rossi e Goji, and plain variants.
• Cornetto Proteico Protein croissant made with plant-based proteins and wheat, with citrus aroma featuring sweet orange, mandarin, and bergamot notes; positioned as a functional breakfast or post-workout snack option.
• Mini Strudelino Vegan Mini vegan puff pastry filled with hazelnuts and cocoa cream, sized for brunch and hotel breakfast buffet service.
• Vegan Cocoa and Hazelnut Tart Vegan tart with multigrain, palm-oil-free shortcrust pastry, filled with vegan cocoa cream and topped with 100% dark chocolate chips and crushed hazelnuts.
• Elderflower & Raspberry Maxi Tart Pre-sliced maxi tart with elderflower and raspberry filling, pre-portioned into 48 servings for easy buffet and catering service.
• Pizza Bases Hand-stretched pizza bases available in three variants (White, with tomato sauce, and Margherita with tomato and mozzarella), made with selected ingredients and extra virgin olive oil.
• Pizzette Hand-stretched pizzette topped with tomato, mozzarella, and extra virgin olive oil, available in 115 g (13 cm) and 50 g (8 cm) sizes for appetizer and snack service.
• Tuscan Schiacciata Rectangular fully-baked Tuscan flatbread made with extra virgin olive oil, crispy on the outside and soft inside, ready to serve or garnish.
• Pinsa Classic Italian pinsa made with a blend of wheat, soy, and rice flours, crisp outside and soft inside, used as a base for sweet and savory preparations.
• Focaccia Barese Soft pre-garnished Focaccia Barese with cherry tomatoes, black olives, and oregano, prepared in Apulian tradition for ready-to-serve counter offerings.
• Precut Focacciotto Pre-cut focacciotto designed for easy filling with various toppings in sandwich and snack preparation at the counter.
• Forno d'Asolo Academy Professional training and consulting service for HoReCa operators covering display optimization, product handling, barista techniques, and sales optimization, including the Master Professione Barista program and Academy Evolution customized training for key clients.

Quantifiable outcome

• Products remain fragrant and optimal in texture until evening service
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Bondi 1926coreStrategic or Co-development PartnerCollaboration with Italian fragrance house Bondi 1926 (founded 1926 by Dina Bondi) to develop the Forno d'Asolo edible fragrance for the Re B. cornetto. Olfactory designer Antonella Bondi created five signature scents inspired by product ingredients (dough, sourdough, citrus, caramelized sugar). The fragrance is natural, edible, and can be nebulized directly onto products for enhanced sensory experience lasting over 30 minutes.
• Italian Vegetarian Association (Associazione Vegetariana Italiana)coreStrategic or Co-development PartnerPartnership for certification of Forno d'Asolo's Vegan line through the V-Label certification program. Products meeting rigorous plant-based standards approved by the Italian Vegetarian Association receive official certification allowing use of the V-Label seal on packaging.
• Spazio CaffelarteminorGTM or Marketing PartnerTreviso-based coffee shop established 2013, founded by Giulia, serving as long-term brand partner and ambassador. A member of the 'Protagonisti del Buono' community of selected Forno d'Asolo venues. Demonstrates product quality through daily use and participates in product testing and feedback programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Europastry: Spanish-headquartered frozen bakery manufacturer selling breads, pastries, and doughs primarily to HoReCa and retail across 60+ countries. Closest direct competitor to Forno d'Asolo in European frozen bakery B2B with comparable product breadth and foodservice focus.
• Roncadin: Italian frozen pizza and bakery producer focused on retail and foodservice channels. Comparable as an Italy-based industrial frozen bakery targeting pizza, pinsa-style, and snack occasions adjacent to Forno d'Asolo's savory range.
• Vandemoortele: Belgian frozen bakery and margarines producer with a strong European foodservice business. Directly comparable in serving HoReCa clients with frozen viennoiserie, bread, and savory baked goods.
• La Lorraine Bakery Group: Belgian frozen bakery group producing viennoiserie, bread, and patisserie for foodservice and retail across Europe. Comparable in scale, B2B HoReCa focus, and premium frozen pastry positioning to Forno d'Asolo.
• ARYZTA: Swiss-listed global frozen bakery group supplying retail, foodservice, and QSR channels with breads, pastries, and sweet baked goods. Highly comparable B2B frozen bakery model with international scale.
• Fresystem: Italy-based frozen foodservice company producing ready meals, bakery, and snack items for HoReCa. Directly comparable in domestic Italian frozen foodservice distribution and product mix.

Broad incumbents

• Buitoni (Nestlé Italiana): Italian frozen and ambient food brand owned by Nestlé, with a long-standing pizza and pasta range sold across retail and foodservice. Comparable as an established Italian frozen food brand with broader CPG backing rather than Forno d'Asolo's HoReCa specialization.
• Barilla Group (Mulino Bianco): Italian packaged bakery and pasta giant whose Mulino Bianco brand dominates retail sweet/savory biscuits and bakery. Comparable as an Italian bakery incumbent but focused on retail rather than Forno d'Asolo's HoReCa channel.
• Grupo Bimbo: Mexican-headquartered global bakery group with European operations. Comparable as a large incumbent bakery platform with frozen and ambient capabilities, but with broader geographic and category reach than Forno d'Asolo.
• General Mills (Pillsbury): Global CPG with Pillsbury frozen bakery and dough products across North America and select international markets. Comparable in frozen bakery category breadth and B2B foodservice exposure, but operates at vastly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCEKsld3EHkkoHrDFUFQKp0g
• Facebookfacebook.com/fornodasolo
• Instagraminstagram.com/fornodasolo1985

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forno d'Asolo