Krumiri Rossi, symbol of the Casale Monferrato pastry shop, enter a new phase in their history. After over 150 years characterized by artisanal production and limited distribution, the historic Piedmontese brand has been 100% acquired by Compagnia del Gusto. The operation marks a possible change of pace for a product that has remained faithful to its identity over time. As reported by the Corriere di Torino, flour, butter, fresh eggs, sugar and vanilla are the basic ingredients, but the real distinctive element has always been the choice not to grow too much. “To increase volumes we should start industrial production but that doesn’t work. Our dimension is artisanal”, explained the owner Anna Portinaro, underlining the desire to maintain limited production.
The operation and the new objectives of the red krumiri
The acquisition was carried out by Compagnia del Gusto, a “club deal” made up of managers and entrepreneurs who aim to create a center of Made in Italy excellence. The declared objective is to expand the presence of the brand, especially on international markets, without distorting its characteristics. “We are very happy to have completed this operation. The Krumiri Rossi are a jewel to be made known to the world and we will do it respecting tradition with our distribution channels”, declared Enrico Nicoletto, CEO of the holding. The strategy is part of a broader project involving various food sectors, including wine, fish products and gastronomic specialities.
Despite the change of ownership, a phase of continuity is expected. Anna Portinaro will still remain in the company to accompany the transition process. Angelo Miglietta, a manager originally from Casale Monferrato, will become president, with a key role in guaranteeing the connection with the territory. “We have chosen a manager and professor from Casale like Angelo Miglietta to guarantee the quality of the operation. We know well that we have acquired a jewel and as such we will preserve it, in the logic of reasoned development”, explained Nicoletto.
The numbers of the brand
In the years of greatest activity, Krumiri Rossi achieved a turnover of approximately 1.5 million euros, with distribution mainly concentrated in the historic point of sale and in some selected locations. The choice to remain on a small scale limited growth, but allowed the identity of the product to be preserved. Today the company maintains an artisan structure, with a production laboratory and around 12 employees. A model that represents both a strength, in terms of quality, and a limitation for large-scale expansion.
The entry of new investors opens up the possibility of controlled expansion. To address foreign markets it will be necessary to strengthen the production and distribution structure. At the moment no detailed investment plans have been communicated, but the objective is clear: to increase the presence of the brand while maintaining the artisan characteristics.
The recognisability of red krumiri biscuits
The Krumiri Rossi are also known for their characteristic shape, inspired according to tradition by the mustache of King Vittorio Emanuele II. This identity element, together with the original recipe, has contributed to building a recognizable brand linked to the territory. With the acquisition, the product could now be offered to a wider audience, including an international one, keeping quality and tradition at its core.
