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Fratelli Beretta is launching six authentic Italian chilled convenience meals in the UK as it looks to establish a major new sub-brand in the market.

The Fratelli Beretta brand traces its origins back over 200 years, with the family-run business having set up its first factory in Barzanò, near Milan, back in 1812. Since then, it has established itself as one of the longest-running family charcuterie businesses in Italy, and today it supplies a wide range of Italian meats to customers in the UK and Ireland.

The new lines will launch in selected Tesco stores and online from 13th May, offering British consumers the chance to enjoy convenient, authentic Italian cuisine in their own homes. The products will launch under the Beretta ‘Viva La Mamma’ range, already well established in Italy and emphasises the delicious home-cooked nature of the meals and the fact that the recipes are inspired by Italian mammas.

The range includes Risotto, in cheese, truffle and mushroom variants; Cannelloni, with beef and pork ragu; Aubergine Parmigiana; and Lasagne, featuring its iconic carbonara sauce.

Using high-quality, fresh ingredients, the pasta is made in-house in Italy and is hand-laid and slow cooked, while the rice in the risotto is cooked to the perfect ‘al dente’ level. The meals follow traditional Italian recipes and offer something for both meat lovers and vegetarians, with three of the risottos being suitable for vegetarians.

The Beretta brand is already well-stablished in the UK and they are recognised for their expertise in producing high-quality and authentic Italian meats. The launch represents Fratelli Beretta’s first foray into the ready meal market in the UK, but the Italian company is already highly experienced in the segment, having produced ready meals for over two decades and currently exporting to 10 countries.

Viva la Mamma Beretta is well established as a top brand in Italy, where it has over 62% brand awareness and is associated with quality, taste, authenticity, modernity and convenience, while retaining the homeliness of mamma’s cooking.

Valeria Beretta, Export Area Manager, said: “With over 20 years of experience creating delicious ready meals, it was natural for us to launch in the UK, where ready meals are so important and there is no real Italian brand in the market. With six distinct meals on offer, there is something for everyone and we are excited to offer consumers a taste of authentic Italian cuisine in a convenient, modern format.”

The launch will be backed by a range of consumer and trade marketing, including an advertorial in BBC Good Food, display advertising in Delicious magazine, in-store activations and social media activity featuring a product giveaway.

“Launching the Viva la Mamma Beretta lines will significantly expand our branded offering within Tesco stores and represents a great opportunity for British consumers across the country to discover this exciting range of products,” said Nathalie Vieira, General Manager for UK . “We hope to see it become an established Italian cuisine in the UK market.”

The company launched a new UK-facing website in November, telling the story of its family, heritage and tradition as well as outlining its product range and offering recipe and usage ideas.

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