Natura Chiama Selex Frollini Biologici Cereali

Natura Chiama Selex is a dedicated organic and sustainable private label brand belonging to the Selex Gruppo Commerciale, one of the leading retail groups in Italy. This specific product, Frollini Biologici Cereali, is a line of organic cereal-based shortbread biscuits designed for health-conscious consumers. The brand was launched in 2012 as part of Selex's strategy to segment its private label offerings into specialized lifestyle categories like organic and eco-friendly products.

The production of Natura Chiama items is typically outsourced to specialized Italian food manufacturers that meet strict organic certification standards, ensuring that the ingredients are sourced from sustainable agriculture without synthetic pesticides. As a private label for a domestic Italian retail giant, the manufacturing is primarily focused within Italy to support local supply chains and maintain the high quality associated with Italian food production.

Selex Gruppo Commerciale itself operates as a consortium of 18 independent member companies, managing a vast network of supermarkets across Italy under various banners such as Famila and A&O. The group remains entirely Italian-owned and is headquartered in Trezzano sul Naviglio, Milan.