Loison: the panettone that time, tradition and taste built
Some panettoni are simply baked. Loison panettoni are crafted - slowly, patiently, and with a reverence for tradition that you can taste in every tender, aromatic slice. It’s the only panettoni we sell and here’s why.
A family legacy that began with a boy and a recipe book
The Loison story started in the late 1930s with a boy named Tranquillo. At 17, while other boys were playing football, he was already writing down his first recipes: bread, biscuits and the simple Venetian cakes that would shape his life.
In 1934 he opened a small bakery in Motta di Costabissara, moving his entire family to the village. When his son Alessandro joined him, the bakery became what it remains today: a family devoted to the art of leavened pastries, guided by close-kept family recipes and generational intuition.
This is not a brand built in a boardroom. It’s a brand built by the hands of its bakers who have been perfecting the same processes for nearly a century.
Why Loison tastes different
Every Loison panettone begins the same way it did in Tranquillo’s day: with a living sourdough starter, flour and water. No industrial yeast. No rushing.
A Loison panettone takes 72 hours from start to finish. While technology helps refine consistency, the heart of the process remains unchanged.
Three full days of mixing, resting, kneading, rising, rising again, and rising again after that. Dough is portioned by hand. The tops are scored by hand. Each panettone is baked slowly, then cooled naturally for up to eight hours to preserve its impossibly soft texture and long-lasting fragrance.
The slow rise that transforms simple ingredients into something extraordinary
Loison uses only the highest quality ingredients - many approved by the Slow Food Movement.
The dough is built in stages, each one adding depth, softness and that unmistakable smell:
Starter dough fed with flour and water
First mix and rise with flour, water, eggs, sugar and butter
Second and third mix, followed by long rests
Careful portioning and shaping
A 12-hour final rise that gives Loison its cloud-soft crumb
Slow baking at precise temperatures
Natural cooling to preserve flavour and structure
Only after all of this does each panettone receive its final touch: the elegant hand-wrapping crafted by Sonia Pilla, wife of Dario Loison.
More than a cake: a philosophy
Loison’s recipe for success is much more than ingredients. It is a way of working:
Tradition paired with innovation
Historic recipes given new life and flavour combinations
Excellent ingredients chosen with care
Modern techniques used only where they enhance, never replace, craftsmanship
Generational knowledge combined with contemporary creativity
This is why Loison stands apart. It is not mass-produced. It is not made to meet a season, but to honour it.
Why people seek out Loison above all others
A Loison panettone is the kind of festive tradition people look forward to all year. The fragrance when you open the paper. The impossibly soft crumb. The rich butter. The perfectly balanced fruit. The sense of something made with hands, time and love.
It feels special because it is special.
A panettone that proves one simple truth: When something is made with care, you can taste the difference.
Take a look at our range of Loison panettone in the Christmas section of our deli.
