Our Story, since 1832

Our history is rooted deep in the distant past, when a curious Tuscan pharmacist by the name of Virgilio Sapori saw his tiny workshop as the ideal place in which to make a popular local delicacy with honey and spices. The result was Panforte, and today it still preserves its unbreakable bond with that same recipe perfected by Virgilio back in 1832.

Virgilio decided to expand his products, no longer focusing only on the production of panforte, but adding ricciarelli to his line, the crinkled cakes made from almond paste with a crunchy exterior, the origins of which are still disputed today. The story goes that Ricciarelli is descended from Marzipan, which had been used to make cakes since as early as 1400, whereas in Siena the same paste was used for making tiny marzipan treats, known as marzapanetti. Legend has it that the first person to make Ricciarelli popular was Ricciardetto della Gherardesca who, on his return from the Crusades, told of special treats from overseas, crinkled like sultans’ slippers. Whatever their origins, or the legends behind them, Sapori Ricciarelli are still the same sweet, delicately scented cake of the Tuscan tradition.

In 1900, Dante, Virgilio’s son, proposed his traditional cakes at the Universal Exposition in Paris, in a small, but carefully-presented exhibition space. In any case, by then the international vocation of the Sapori products was, for the most part, already set in stone, since the company was founded precisely on the Via Francigena, the road travelled by thousands of pilgrims heading for the holy destinations of Christianity, as well as the busy marketplace where many trade deals took place. Since then, Sapori has kept alive this interest shown by foreign consumers, both by distributing its products abroad and by participating in international food trade fairs.

Unfortunately, in 1944, the Sapori plant located near the railway station was razed to the ground in a bomb attack. The situation was truly critical, but the company’s determination never to give up, even in the face of the most negative events, and its trust in the future, meant that it was soon reborn. The new plant was proof of the Sapori company’s ability to innovate, introducing new production lines, such as those for biscuits, nougat, confectionery, traditional Italian cakes such as panettone and colomba, and chocolate. The products changed, but the company philosophy remained the same: to retain its bonds with the artisan tradition of Tuscany, without ever forgoing the opportunity to innovate its products and improve its quality.

In 1956, the technological development, product diversification and commercial growth of the traditional products from Siena led to the creation of a group known as Industrie Riunite del Panforte di Siena.
Its strategic aim was to unite and promote the main brands of panforte and other cakes from Siena. Sapori immediately became the group leader, setting up additional premises throughout Europe and welcoming important international partners, such as J. Lyons and Allied Breweries Limited between 1972 and1980. In this period, the famous octagonal panforte packaging was created, a box that replaced the ancient hand-wrapped packing format.

In 2004, the Sapori brand was purchased by the Colussi Group, forging an important commercial and strategic synergy. From then on, Tuscan products and the image of Siena were developed on an international level. The element that still continues to make us unique is our bond with an ancient tradition that we have always respected, and the passion with which we use our raw materials.

Having reaffirmed the identity of Sapori as “Bakers since 1832”, in 2014 it was time for the product itself to step into the limelight, when beautiful images were introduced to make the Sapori range, and its ingredients the stars of the show. This decision was part of a strategy that focused on showcasing the excellent quality that distinguishes the brand, so renewing its pact of trust with its consumers.

Sapori renewed its promise and continued conveying its commitment through its products. We aim to offer high quality products, by focusing on choosing the finest ingredients and ensuring respect for tradition. The passion with which we use our ingredients, the quality of our raw materials and our deep bond with the Tuscan territory are the symbols of a brand that is constantly growing but will never forget its roots.

In 2016, Sapori took another large step in the direction of assigning value to the ingredients it uses and to its strong bond with the territory, by forging a partnership with Pollenzo University of Food Science and with the Slow Food organisation.