It's a Senetti - funnily enough my neighbour asked me to identify it at the garden centre when I went there yesterday. They are beautiful but are annuals.

Senetti is a series of varieties of the species Senecio x hybridus. Here in the States, we call them "Cinerarias", even though that's triply confusing! All the more because the genus was recently re-named Pericallis, though I don't know if that is going to take.

Thanks