Bauducco Bets on Chocolate to Sweeten Panettone’s Appeal

NEW YORK, NY – November 18, 2025

A Classic Gets a Chocolate Makeover

Bauducco, the dominant force in the US panettone market, is taking a sweet leap into new territory with the launch of ‘Chocottone,’ a chocolate-infused variation of its traditional Italian Christmas bread. The move, backed by promotional events in New York City throughout December and January, signals a strategic effort to broaden the brand’s appeal beyond its established customer base and capitalize on the growing demand for indulgent treats. While panettone remains a holiday staple, Bauducco is hoping to make its version an all-year-round delight.

“Consumers are increasingly seeking premium experiences and aren't afraid to indulge, especially when it comes to seasonal favorites,” notes one industry analyst. “Adding a universally loved flavor like chocolate is a smart way to attract new customers while still honoring the heritage of the original product.”

Dominating the Panettone Landscape

Bauducco currently claims an impressive 86% share of the US panettone market, a position built over decades of consistent quality and brand recognition. Founded in Brazil in 1952 with Italian roots, the company solidified its US presence by opening a manufacturing plant in Miami in 2018, enabling it to serve the North American market more efficiently. The company is currently investing over $200 million in a new facility in Florida, signaling a long-term commitment to growth in the region.

However, Bauducco isn’t the only player in the premium baking space. Italian brands like Loison and Vergani already offer chocolate-infused panettone varieties, demonstrating that the concept isn’t entirely new. Bauducco’s strength lies in its market share and established distribution network, allowing it to reach a wider audience with its new offering. “The existing competition isn’t necessarily a threat,” explains a retail buyer. “Bauducco’s brand recognition and sheer scale give them a significant advantage.”

Riding the Wave of Indulgence

The launch of Chocottone arrives at a time when consumer preferences are shifting towards premium, indulgent treats. Market research indicates a surge in demand for experiential foods, with nearly 65% of consumers purchasing baked goods as an indulgence rather than a necessity. Chocolate remains the king of flavors, with consumers actively seeking out new and exciting chocolate combinations.

“There’s a growing appetite for products that offer both comfort and sophistication,” says a food trend forecaster. “Consumers want to treat themselves, and they’re willing to pay a premium for products that deliver on taste and quality.”

Chocottone is available in three flavors—Chocolate Chip, Peanut Butter, and Hazelnut Cream— catering to diverse consumer preferences. Bauducco is also leveraging the power of social media and experiential marketing, with promotional events planned at high-traffic locations in New York City, including Grand Central Terminal and Macy’s Herald Square. The aim is to create a buzz around the new product and drive trial among potential customers.

“It’s not enough to just launch a new product,” explains a marketing consultant. “You need to create an experience that resonates with consumers and makes them want to share it with their friends.”

Adapting to a Changing Market

The decision to expand beyond traditional panettone flavors reflects a broader trend in the food industry: the need to adapt to changing consumer preferences and innovate to stay relevant. While heritage and tradition remain important, brands must also be willing to experiment with new flavors and formats to appeal to a wider audience.

“Consumers are always looking for something new and exciting,” says one food industry executive. “Brands that can successfully balance tradition and innovation are the ones that will thrive in the long run.”

Bauducco’s investment in its US manufacturing capabilities and its commitment to innovation suggest that the company is well-positioned to capitalize on the growing demand for premium baked goods. The success of Chocottone will likely depend on its ability to capture the attention of new customers and solidify its position as the leading force in the panettone market. “They’re building on a solid foundation,” notes a retail analyst. “The question is whether they can successfully execute their strategy and maintain their momentum.”

Another factor is the seasonality of panettone. Bauducco hopes Chocottone will expand the consumption window beyond the traditional Christmas season, transforming panettone from a holiday treat into an everyday indulgence. This requires a shift in consumer perception and a consistent marketing effort throughout the year.

The launch of Chocottone appears to be a strategic move to not only broaden Bauducco’s product range but also to appeal to a more diverse consumer base, riding on the popularity of the chocolate flavor and a trend toward premium baked goods. “It's a smart play,” notes one industry observer. “They're tapping into a growing demand for indulgent treats and positioning themselves for continued success.”