With 120 years spent specialising in tomato products, Mutti takes a category-leading approach to help drive long-term market growth in partnership with key customers. Its research has enabled it to learn who UK tomato consumers are, their drivers and motivations, and why they are willing to pay more for better products, both from a quality and operational perspective. These insights and Mutti’s efforts and investment help retailers and consumers to better understand and choose the best-tasting tomato product.
Education and inspiration
Mutti’s enthusiasm for learning what UK consumers need and sharing its expertise and values means they are bringing the tomato as close as possible to them. They do this by explaining what makes the best-quality tomato – how to use it, the processes that go into farming it and its natural lifecycle. Examples include Mutti’s investment in key consumer activations such as TV advertising. Mutti filmed a campaign in Parma, Italy during the harvest, with farmer and presenter Jimmy Doherty taking viewers on a journey of discovery, to learn about Mutti’s uncompromising quality, the harvest and production, and Mutti’s respectful and sustainable practices. Plus, inspired by Mutti’s annual Pomodorino d’Oro award, presented to the farmer who supplies the best-quality produce, Mutti launched a new culinary competition, Golden Tomato Cook, recognising and rewarding the UK’s best tomato cook. Such activities help consumers recognise there is a different tomato standard, and select the healthiest, most tasty version available.
Attracting young consumers
Mutti attracts a distinctive consumer profile compared to other brands. Its users have a high annual income and are typically younger – Mutti has the strongest appeal and indexes a 128 average on 25- to 44-year olds in one of the UK’s top three supermarkets vs other brands in the category at 94-1023. This is great news for retailers, as by attracting more of these shoppers into stores and into the category, there is a real opportunity for trade-up and incremental market sales growth.