Selex Fiori di cioccolato (Frollini)

Selex Fiori di cioccolato are traditional Italian shortbread biscuits with chocolate chips, often enjoyed for breakfast or as a snack. The Selex brand is one of the most prominent private label brands in the Italian retail sector.

Originally founded in 1964 as a commercial alliance between several small-scale retailers, the brand has remained firmly Italian in its ownership and operation. The biscuits are produced within Italy, typically through collaborations with specialized local bakeries that meet the quality standards of the Selex Gruppo Commerciale. As of 2024 and beyond, the brand remains under the collective ownership of the Selex Gruppo Commerciale, which represents a significant portion of the Italian independent supermarket industry.