Italian dessert brand Rachelli is set to launch its authentic desserts in the UK from April 26th under a new UK-specific brand identity. Rachelli will introduce two chilled variants in over 160 Waitrose stores with the ambition of becoming the leading premium Italian dessert choice in the UK. The brand aims to capitalize on the growing demand for at-home meal occasions and serve as the perfect trade-up option for ultimate indulgence and shared celebratory moments. The UK’s increasing taste for Italian food and culture is another area that the brand is hoping to tap into as Italian cuisine has become the UK’s favourite cuisine and the most frequently consumed dinner, making up 11.2% of total meal occasions in 2021.
Since 1935, Rachelli has been creating luxury homemade desserts with quality ingredients and a generous spirit. According to Amanda Burningham, head of marketing – desserts at EMMI UK, “Rachelli is an exceptional offering, combining its authentic Italian heritage with best-quality Italian ingredients to create deliciously indulgent, convenient desserts, which we hope will be a surefire winner with consumers.”
The two new SKUs will be available in twin packs of 2 x 90g portions with flavours including Tiramisu Classico and Tiramisu Amaretto. The desserts come in premium, sustainable packaging that highlights the heritage and quality of the brand. All elements are also 100% recyclable, in line with the brand’s commitment to natural ingredients.
To achieve its goal of becoming the UK’s go-to premium Italian chilled desserts brand, Rachelli has set out a two-year rollout plan that includes introducing new innovations and formats that will reinvigorate the fresh dessert category. The launch will be supported by a marketing campaign targeting ABC1 consumers who love to discover quality food and new flavour experiences. The ad creative, developed by creative ventures company And Rising, draws from the packaging’s whimsical illustrative look with a modern art deco style for a strikingly beautiful visual. It showcases the desserts front and center, encouraging consumers to enjoy “A Spoonful of Italy” via assets as lovingly crafted as the desserts themselves.
With Italian cuisines soaring in the UK, Rachelli’s authentic taste of Italian indulgence will be a welcome addition to major retailers, offering consumers the quality and taste they have been searching for.