We proudly announce the launch of a new prestigious partnership with Iginio Massari Alta Pasticceria, a global symbol of Italian pastry excellence, and Areas-MyChef, a multinational leader in travel channel catering and our long-standing partner.

The aim of the collaboration is to bring fine Italian pastry to the key hubs of contemporary travel — airports, railway stations, and service areas — through a premium concept that merges taste, craftsmanship, and innovation. This project stems from a shared desire to elevate the food experience in locations traditionally dominated by standardized offerings, providing travelers with an authentic moment of beauty and pleasure.

The official announcement was made during the Foodservice Summit at the Meazza Stadium in Milan, one of the most important events in the hospitality sector.

“This collaboration marks a new frontier in travel food: a distinctive offering designed to enhance every moment of the journey through the taste, beauty, and tradition of Italian pastry,” said Sergio Castelli, CEO of Areas MyChef for Italy and Germany.

The format, developed by our team of food retail specialists, aims to expand beyond the travel sector, reaching city centers, malls, and department stores both in Italy and abroad.The first store openings are scheduled for spring 2026.

“I am extremely pleased to include the Iginio Massari Alta Pasticceria brand among the projects to be developed. This new challenge further confirms the strength of our collaboration with Areas and our mission: to create formats that express the best of Made in Italy,” commented Mario Esposito, founder and CEO of FRetail.

Through this synergy, FRetail renews its commitment to developing projects that combine creativity, production excellence, and strategy, helping to redefine the future of food retail.