From pizza to pasta, Italian food is certainly one of the most prolific cuisines currently served up all across the globe. It is surprising then that exports in the Italian food industry’s output currently account for a smaller share than either in France or Germany. Tapping into Western Europe’s big consolidated grocery business then is a big opportunity for Italian food manufacturers.
Below, we take a look at the Italian companies who successfully set their sights on abroad and the Italian traits they are celebrating in their launches.
Since 2011, France has led in ‘Made in Italy’ claims outside of Italy. Ital Passion is the main company exporting into the French market and is mainly positioned as ‘authentic Italian origin and cuisine’. Florelli Les Tartinables Caviar d’Aubergine (Aubergine Spread) is described as a smooth cream with a delicate and delicious taste and can be eaten spread on toasts during aperitif or as a side dish with dried meat or vegetables.
An inherently Italian ingredient, there is room to market ‘authentic’ ingredients such as lemon in Italian launches. Exquisit Limone Dessert mit Italienischem Biskuit und Zitronesaft (Original Italian Lemon Dessert) is now available in Germany. The product contains alcohol, is made with barn eggs, and retails in a 100g pack.
As Italy is synonymous with coffee, there are opportunities here to celebrate coffee’s Italian origin. Lavazza Filtro Italiano Delicato (Delicate Italian Ground Filter Coffee) comprises a blend of Brazilian arabica and selected robusta coffee beans. It is said to have an aromatic and smooth, extra light coffee taste with a velvety texture and mild, chocolatey finish. The medium roasting of the coffee is said to make it ideal for a slower preparation in filter coffee machines.
Chocolate holds potential as seen in Blue Rose Bombons de Chocolate Amargo Recheados com Creme Branco e Grãos de Cereais ao Cacau (Triple Delight Dark Chocolate Stracciatella Pralines). The product consists of a dark chocolate shell, vanilla cream and cocoa cereal crisps, and is made with selected ingredients treated in accordance of the best Italian traditions.
With regard to Italian products, retailers continue to get even more precise on ‘the best region for the best ingredient’. Woolworths Gold Italian Prosciutto di Parma is made in Italy using traditional methods, with specially selected pigs born and raised in the 10 regions of central-northern Italy and produced in accordance with PDO specifications in the Parma Province, Italy. This pork prosciutto is dry cured with sea salt and matured for a minimum of 18 months
Dressings are another upcoming category that are celebrating their Italian origin. De Nigris Roasted Garlic Seasoned Italian White Wine Vinegar Dressing & Marinade is now available in the UK. The product is described as a fat free dressing that can be used on meat, chicken, fish, rice, salads and vegetables, and it is made in Italy.
Classic Italian desserts are inspiring flavours in various categories. Diletto Casa Bauducco Panetone Clássico Sorvete (Classic Panettone Flavored Ice Cream) is a panettone ice cream with candied fruit and raisins with a base made in Italy, a result of a partnership between the brands Bauducco and Diletto.
As well as flavourings, Italian formats are being celebrated particularly in the rise of ‘gelato’. Ghiotti Gianduia Gelato is described as a traditionally churned, exceptionally smooth gelato made from fresh milk. It features a blend of cocoa and hazelnuts with the taste of Gianuiotto pralines. The 100% premium authentic Italian gelato is suitable for vegetarians and free from added flavours and colours.
Certain ingredients in particular are gaining trust when paired with a ‘made in Italy’ claim. Casa Morando Trottole Pasta Alimenticia de Calidad Superior (Superior Quality Trottole Pasta) is new to the range. This pasta cooks al dente in 13-15 minutes, is made in Italy, and retails in a 500g pack featuring a recipe suggestion.
Ophélie Buchet works within the Trends & Innovation team, having started her research career as a business intelligence analyst on the Food & Drink industry. Her role is to provide tailored research and analysis in the fields of product development, market appraisal and competitor evaluation, to a broad range of packaged goods manufacturers and agencies in Europe.
