Galbani targets foodies with new grated mozzarella

Lactalis UK & Ireland has announced that it is adding a new Grated Mozzarella to its successful Galbani portfolio. Available from 5th July, Galbani Grated Mozzarella is ideal for foodies and offers a simple and convenient way to add mozzarella to a variety of dishes.

Made with pasteurised cow’s milk, Galbani Grated Mozzarella is suitable for vegetarians. The launch follows insight that found 72% of mozzarella consumers use mozzarella for pizza and 50% for pasta, which are both occasions where grated is the most convenient format. The 180g packs will be marketed in resealable bags, which are designed to keep them fresher for longer.

Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, explains: “Grated mozzarella is the second biggest grated type of cheese, but is currently under-represented in the UK market. This means there is a significant opportunity for Galbani, as the market leader, to tap into this trend and encourage consumers to trade up.”

Galbani is the #1 Italian cheese brand and #1 mozzarella brand in the UK and is showing double digit value (+51%) and volume (+41%) sales growth year on year. The brand continues to benefit from more people enjoying home-cooked meals and consumers’ willingness to upgrade to brands that transport them to different locations.

Lactalis UK & Ireland recently invested in a new media campaign that runs during the peak mozzarella season (from early May to the end of July). Having had significant cut-through with the brand’s target audience of 35 – 54 ABC1 previously, the ‘It’s Got to be Galbani’ creative is once again the focus of the campaign. The ad creative, with a tongue in cheek tone of voice, will educate the cheese-loving British public on how to pronounce ‘Galbani’ properly, while also inspiring them to try different product usages. Comprising of radio (linear and digital), video on demand (VOD) and YouTube advertising, the campaign promotes some of the hero SKUs of the range including Galbani Mozzarella (125g and Maxi 250g) and Galbani Dolcelatte.

The new product will be listed in Tesco stores nationwide. It has a manufacturer’s RRP of £1.90.

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