Press Kit

July 25, 2018

Dario Loison’s 5 successful Strategies

The 5 business strategies that Loison effectively puts in place year after year yield tangible, long-lasting results that go to strengthen and reaffirm the company. Here they are:

  1. Yearly redesign of the collections

  2. A new product every year

  3. Expansion to international markets

  4. Web & Social media

  5. De-seasonalization and interpretation of the Panettone



Thanks to the innovative ideas brought by Dario Loison’s wife Sonia Pilla, the theme for Loison products changes every year. Sonia’s fine sensitivity makes dreams come true with every Panettone package she creates.
One of the company’s smartest innovations consisted in creating Panettone packaging whose design was not necessarily tied to the holiday season, but rather provided functional features that made it reusable.

Loison’s design efforts make it so that every year 50% of its collections sports a new look, all reflecting that year’s theme. This is possible thanks to Loison’s dedicated business unit “Sonia Design”, where ongoing study and research have translated into increasing reputation and helped establish the company’s unique identity.



Not only new packaging, but also new products. Through continuing analysis, studies and research, Dario Loison is able to create and amaze his customers with endless innovation in taste. The examples from the latest years speak for themselves.

In 2018, Loison is launching its NeroSale Panettone. The recipe for the caramel used for the filling is 100% made in-house, with no added semi-finished products. The caramel is paired with dark chocolate produced from single-origin cocoas.

2016 brought us the second Panettone variety featuring a flower as an ingredient. With a view to continuing innovation, Dario Loison delivered a brilliant idea in the form of the Rose Panettone. This unique confection is made with a skillfully balanced blend of Damask Rose and Ligurian Rose Syrup, the latter a Slow Food Presidium.

The brightest idea for 2015 was the introduction of the first Panettone featuring a flower as an ingredient. That year’s collection featured the Chamomile Panettone. This product was the result of mixing fun and passion, whilst calibrating and perfecting the ingredients, to yield a delicate Panettone with sweet and reassuring scents.



Loison’s ongoing efforts to de-seasonalize Panettone have resulted in the exponential increase in the company’s export: about 50% of the 9M euro turnover comes from foreign markets.
In 2018, the demand for Loison Panettone came from over 55 countries: in addition to the company’s consolidated markets comprising Australia, France, Canada and Brazil, new unexpected nations, including CamerounGhana, Zambia and Montenegro, were won over by Loison’s taste.

Loison’s strength also lies in the number of flavors that the confectioners offer every year. An array of over 100 different types of products is made available for the holiday season, as well as year-round.



Among the strategies that Dario Loison has undertaken, the one encompassing transparent information and a strong penetration of the market through the use of the Internet were among the most forward-thinking. Direct and frank exchanges with all stakeholders, the process of disintermediation and clear communication, both on line and on paper, are values that have always represented the effective and efficient business style embraced by Loison.

From 1996 - the year when Loison’s first and simple website was launched - to 2016, Loison has developed 5 portals, each dedicated to a different set of customers.

  1. is the corporate website
  2. Press.Loison.comis the information hub for communication professionals
  3. Insolitopanettone is where Loison’s chef friends share their creative interpretations of Panettone as an extraordinary ingredient in savory and sweet recipes alike
  4. is Loison’s online store
  5. is dedicated to Loison’s Museum where visitors are taken on a multisensory journey to discover the flavors and the age-old tradition of pastry-making.

Such a deep "penetration" of the web has been so effective that even Eric Schmidt, Chairman of the Board of Directors at Google, mentioned it in an article dealing with the web-based revolution. Published by Italian newspaper "La Repubblica", the article is found in their Business & Finance dossier dated October 24, 2016.

Today, Loison is broadly present in 8 social media platforms and is followed by users on

  1. Facebook
  2. Twitter
  3. Instagram
  4. Pinterest
  5. YouTube
  6. LinkedIn
  7. Google Plus
  8. Foursquare



Panettone is a traditional Italian sweet bread that is strongly tied to the winter season. At Loison, there has always been a commitment to free the Panettone from its bonds to the holidays and to make it available as a year-round confection. This idea took shape in the early 2000s, when Dario Loison began intensely collaborating with numerous chefs to create an extraordinary background where Panettone could be used in any kind of dish, whether sweet or savory.

All of this was then structured in 2010 into the “Insolito Panettone” project, an online platform complete with a trademark in 2004. Here, chefs come together and contribute to the concept of freeing the Panettone from its usual clichés and see it as a versatile ingredient in any dish. Since then, more than 20 chefs, including 9 Michelin-starred ones, have interpreted Panettone in their recipes for Insolito Panettone:

  1. Stefano Agostini- Restaurant 19.94, Padua
  2. Danilo AngèChef, instructor and consultant
  3. Mattia Barbieri - Restaurant Enoteca Centrale, Mestrino, Padua
  4. Alberto Basso Restaurant 3Quarti, Grancona, Vicenza
  5. Enrico BartoliniMUDEC✽✽, Milan - Casual✽, Bergamo Alta - La Trattoria✽, Castiglione della Pescaia, Grosseto – Glam✽, Venice
  6. Davide Botta - Restaurant L'Artigliere, Isola della Scala, Verona
  7. Peter Brunel - Restaurant Borgo S. Jacopo, Florence
  8. Lorenzo Cogo - Restaurant El Coq✽, Vicenza
  9. Alessandro Dal Degan - Restaurant La Tana Gourmet✽, Asiago, Vicenza
  10. Andrea Fenoglio - Restaurant Sissi✽, Merano, Bolzano/Bozen
  11. Franco Favaretto - Restaurant Baccalà Divino, Mestre, Venice
  12. Enzo Gianello - Ristorante L'Altro Penacio, Altavilla Vicentina, Vicenza
  13. Herbert Hintner - Restaurant Zur Rose✽, San Michele Appiano, Bolzano/Bozen
  14. Franco Madama - Magnolia Restaurant✽ - Grand Hotel Via Veneto, Rome
  15. Marco Perez Restaurant Amistà 33 - Byblos Art Hotel, Corrubbio di Negarine, Verona
  16. Renato Rizzardi - Chef & owner of restaurant La Locanda di Piero, Montecchio Prec., Vicenza
  17. Andrea Rossetti – Chef at Enoteca Centrale, Mestrino, Padua
  18. Martino Scarpa - Restaurant Ai Do Campanili, Cavallino Treporti, Venice
  19. Piergiorgio Siviero - Chef & owner of restaurant Lazzaro 1915✽, Pontelongo, Padua
  20. Maria Grazia Soncini – Chef & owner of restaurant La Capanna di Eraclio✽, Codigoro, Ferrara
  21. Daniele Zennaro – Chef at restaurant Canova - Baglioni Hotel Luna, Venice

All these activities inspired Dario Loison to come up with Panettone-based products that would support chefs in their creative recipes. Over the years, Loison introduced Panettone by the Slice, Panettone in the form of Powder, Panettone Macarons and Panettone Lollipops.

Press Info:
Anna Bottazzo +39 0444 557082, ext. 420
Giulia Marruccelli +39 347 0452739
Dario Loison +39 348 4106615 -

July 25, 2018

Loison Bibliography

Anno Titolo Sottotitolo Autore Editore
2018 Gfactor Storie di imprese italiane che crescono con Google di Carlo Alberto Carnevale Maffè, Diego Ciulli, Giampaolo Colletti Egea
2016 Con le vostre chiavi Storie di imprese significanti a cura di Alessandro Cnquegrani Kellermann
2016 Marketing della moda e dei prodotti lifestyle (nuova ed)   Romano Cappellari Carocci
2016 Il senso della lumaca e altre storie persone, paesaggi, prodotti a cura di Gino Bortoletto Slow Food Editore
2015 Raccontare il made in Italy un nuovo legame tra cultura e manifattura Marco Bettiol Marsilio
2015 Manuale del viaggiatore goloso   Roberto Perrone Mondadori
2015 Marketing del Gusto La guida completa per promuovere i prodotti tipici e i servizi di ristorazione e organizzazione eventi enogastronomici Slawka G. Scarso; Luciana Squadrilli Edizioni LSWR
2014 Il Genio del Gusto Come il mangiare italiano ha conquistato il mondo Alessandro Marzo Magno Garzanti
2011 Entriamo in azienda oggi 1   Astolfi, Rascioni, Ricci Tramontana
2011 Il meglio del piccolo L'Italia delle Pmi: un modello originale di sviluppo per il paese Paolo Preti Egea
2011 Bengodi I piaceri dell'autarchia Camillo Langone Marsilio
2008 Il marketing della moda e del lusso   Romano Cappellari Carocci
2007  Market-driven management Marketing strategico e operativo Jean Jaques Lambin McGraw Hill
2007 Il Marketing e la rete La gestione integrata del web nel business Tiziano Vescovi Il Sole 24 Ore
2007 Raccontare l'impresa Storie di imprenditori vicentini dal secondo dopoguerra in poi David Celetti, Elisabetta Novello Cleup
2006 Vite d'impresa 2 Storie di imprese che hanno cambiato il volto del Vicentino Autori vari CCIAA Vicenza – Centro studi sull'impresa e sul patrimonio industriale

September 10, 2017

Awards and honors

Since the late nineties, Loison products have been recognized for their superior quality not only based on their success in Italian and foreign markets, but also on numerous awards received from some of the most illustrious European and Italian organizations in the food and wine industry.

Reed more

September 1, 2017

Company overview

Click on the link to the right to browse and download our corporate profile.

September 1, 2017

Dario Loison and Sonia Pilla

Dario Loison and Sonia Pilla are third generation of the Loison family business. Together they have undertaken their professional path, each heading towards their own direction: Dario with his entrepreneurial talent and Sonia with her stylish and creative designs.

What inspires them both is not only their love for good and beautiful things – which would be a great deal in itself, but also for what is healthy, compatible and bespeaks of solidarity, because what they create today in Costabissara cannot be independent from what happens around the world.

October 24, 2015

LOISON. Past, present and future

Tradition is our main ingredient and Passion is what heats our ovens: we have been creating signature confections for three generations and we bring them to tables across the world”.

vedi tutto

October 24, 2015

Company logo

Logo available in the following formats .pdf, .jpg and .ai; colors: black, brown or gold.