Only 2 years on the market, Bud Spencer beans are booming, the actor's family reaches 10 million euros in profits

Who doesn't remember the legendary scenes from Bud Spencer and Terence Hill movies, where in addition to punches and humor, there were always plentiful plates of beans?

And it is precisely this cinematic detail that has been turned into a huge commercial success by the late actor's family. In less than two years, the Pedersoli family has managed to turn a nostalgic idea into a business with revenues expected to reach 10 million euros by 2025.

It all started with a simple idea: to bring to market the famous bean recipe that Bud Spencer ate in his films. And not just as a passing marketing move, but as a sustainable and sought-after product. On the shelves of Italian supermarkets, Bud Spencer's iconic face now appears in jars among chickpeas and peas, with the label: " Beans according to the original recipe ".

Behind the product is the company Bud Power, created in 2022 by the Pedersoli family. In the first year, the company had only 56 thousand euros in revenue, while in 2023 it increased to 624 thousand euros, despite a loss of over 100 thousand euros. But everything changed with the launch of the beans on the market in May 2024.

Today, the product represents about 70% of the company's turnover. Bud Power is registered as an innovative startup that, in addition to beans, is also developing other products such as snacks and drinks.

The beans are produced in Rovereto ( province of Trento ) by the company Dega Food, part of the agri-food group D'Amico. According to Giuseppe Pedersoli, son of Bud Spencer and one of the company's directors, the recipe comes directly from his father's habits during filming.

"Often a scene with beans had to be shot 10-15 times, and my father could no longer stand the beans that the production gave him. Then he decided to cook them himself the way he liked them," the son confessed.

The recipe features borlotti beans from Piedmont, crushed tomatoes, onions, smoked pancetta and spices, all carefully selected and of Italian origin.

Following the success of the beans, the company is preparing to launch Bud Spencer beer, while after the summer a new product called " Pizzone di Bud Spencer " will be launched on the market, which plays on the symbolism of the actor's famous "slap" in his films.

From a cinematic icon to a profitable brand, Bud Spencer seems to be making its mark in the world of Italian gastronomy as well. (A2 Televizion)