The supermarket is already in the Christmas spirit: the Ferragosto panettone is selling like hotcakes, here's how much it costs.

Cesena, August 10, 2025 – Panettone breaks the mold and becomes a summer staple. A trend particularly popular with tourists on the Riviera, but not only. Here it is, the Christmas dessert, recently appearing on the shelves of the "La Grande I" hypermarket in Savignano sul Rubicone. On sale, in its signature red packaging, the classic recipe from the Balocco brand is priced at €5.99 (a 20% discount). How can you resist this promotional offer?

"I am "I buy panettone all year round," says Romina Piscaini, "and I think it's much better than pandoro. For now, I'll only buy one package, then we'll see. It's not the first time I've seen panettone on sale out of season, though." Among the many people queuing at the supermarket yesterday morning, there were also tourists.

Among them, a woman stops in front of the stack of Balocco panettone and grabs one. "I'm buying it," she comments, "because some friends who knew I was coming on vacation to the seaside asked me to. I'm from Monza, and it's the first time I've found this Christmas cake at the supermarket in the summer."

Someone He looks at the promotional offer in amazement, and someone else walks by, shaking their head. “It seems ridiculous to me to sell panettone during this time of year,” a man comments. “So why don’t they sell Easter eggs too?”

But the negative comments are isolated, and the panettone, at less than 6 euros, sells out like hotcakes even on the eve of Ferragosto.

“Panettone is an excellent dessert,” comments Maurizio della Valle as he places the red box in his cart. “I’m from Sondrio and every year I come on holiday to Cesenatico . I admit I already ate this typical Christmas cake filled with ice cream last summer, more precisely on Ferragosto.”

Among the many summer creations, there are pastry shops in Romagna's seaside areas offering summer panettone. One of the many ideas comes from the Staccoli pastry shop and café in nearby Cattolica, which launched the slogan on social media: "Have you tried the most delicious new summer treat? A naturally leavened summer panettone to enjoy on a fly or under a beach umbrella." Could this be the new summer trend?