Anuga 2025 – Surgital in Cologne: sharing our story of change

2025 confirms itself as a year of significant growth for Surgital S.p.A. across all the
markets in which it operates. This solidity allows the company to announce an important strategic evolution for 2026:
a new brand architecture for its foodservice and ready meal lines.
Anuga 2025 will provide the stage for the official preview of these innovations. Surgital will present itself with a
completely renewed graphic identity on its stand, symbol of the new course that will begin in January 2026. The trade
fair will thus become a key moment of dialogue with clients and professionals, with the announcement of the new
brand architecture as the central theme.
“Germany has always appreciated Italian products,” says Massimiliano Bacchini, Board Member and Commercial
Director of Surgital. “I like to define the quality of our products as ‘non-negotiable’: in order to maintain it at the
highest level, we invest heavily in raw materials and production processes. At Anuga and in Germany we want to bring
our identity, the strength of our culinary culture and, above all, a strong change linked to our brand architecture,
which will take shape at the beginning of 2026. This responds to a precise strategy: to be increasingly a branded
company – as we already are – and to continue positioning ourselves as such in the world of Food Service.”
Germany is a market of primary importance for Surgital. Despite a challenging economic context and declining out-of-
home consumption, the company continues to record positive performances, thanks also to the recent strengthening
of its commercial network and the creation of a dedicated team of area managers for the German market.
To support this phase of transformation and growth, Surgital has also reinforced its sales network in Italy and other
European markets, with the aim of consolidating distribution in the foodservice channel, which currently represents
around 75% of the company’s business.
Year-end forecasts are also positive, both in terms of revenue and volumes sold. Among the most significant projects
is the launch of the new bakery division, the result of two years of research and testing, which will come fully on
stream in 2026.
“We are completing in these weeks the restructuring of a plant department where, starting from January 2026, we
will begin producing the new bakery product division,” concludes Massimiliano Bacchini. “This initiative represents a
true innovation that will materialize with the launch of new products; the new production lines will be installed
towards the end of the year, with production starting in the first half of 2026. The bakery range will have its own
identity and a dedicated brand: it is a central project in our future strategy, one we believe in strongly.”
Participation in Anuga 2025 thus marks the beginning of a new chapter for Surgital, increasingly playing a leading role
in bringing the excellence of Italian cuisine to the world, combining innovation, quality and strategic vision.