Ready-to-eat, with 22 g of protein per pack and –45% sugar compared to the category average. The Italian product has found a unique niche on the Bulgarian market — and is claiming it rapidly.

There are products you expect to sell well. And there are those that surprise you.

In the “individual confectionery” category, the protein pancakes from Bononia Dolci belong to the second type. Since their introduction on the Bulgarian market, demand has exceeded even our most ambitious forecasts — in the first months, sales surpassed plan fourfold. Orders are not coming only from traditional trade and fitness outlets, where demand would be expected — interest is being shown by major national retail chains, which have clearly recognized the potential of the category.

Why it works — three reasons

First: format uniqueness. Powdered protein pancakes — they exist. Frozen protein pancakes for reheating — they exist. Ready-to-eat protein pancakes in individual packs with extended shelf life — they don’t. This is an empty niche that Bononia Dolci fills with no direct competition on the Bulgarian shelf.

Second: a nutritional profile that doesn’t compromise on taste. 22 g of protein per pack, with 45% less sugar than the category average of the best-selling snacks (according to Unione Italiana Food and IRI data). Yet — this is an Italian confectionery product from a manufacturer with over 90 years of history. Not a “healthy substitute,” but a genuine confectionery item that happens to also have an improved profile.

Third: versatility of consumption. Breakfast. Post-workout snack. Lunchtime fuel at the office. In the mountains, in the car, in a child’s backpack. The ready-to-eat format means the product works at any time and in any place — a category with few such products on the market.

What’s next

Interest from major retail chains, which has exceeded our initial expectations, is accelerating our plans for expansion into modern trade in the coming months. We are also preparing the brand’s social media channels for the Bulgarian market — launch is planned for September 2026.

Alongside the protein pancakes, Bononia Dolci’s portfolio also includes the classic range — cocoa muffins, protein muffins, and classic pancakes — covering both the “better-for-you” segment and the traditional impulse snack category.

About Bononia Dolci

Bononia Dolci (Dino Corsini) is an Italian leader in the category of individual confectionery products, with over 90 years of history. The manufacturer is a trusted partner of leading distributors and retail chains across Italy and Europe, holding a complete set of international certifications — SMETA, IFS Food, and Gluten Free. The brand’s range covers classic, protein, gluten-free, lactose-free, and sugar-free products.

About Smart Foods

Smart Foods is a Bulgarian company specializing in the import and distribution of food products, founded in 2019. The portfolio includes over 300 SKUs from established European and Bulgarian manufacturers — from premium specialties and health categories to high-rotation mass-market products. The company builds long-term partnerships with its manufacturers and works toward the sustainable development of categories on the Bulgarian market.