Galbani, the foremost mozzarella brand in the UK, is expanding its offerings beyond the typical block and ball structure to secure a greater presence in the premium chilled cheese sector.
With the debut of Burrata Minis and Mozzarella Basil Infusion, the Lactalis-owned brand is implementing a dual strategy: enhancing premium offerings through innovative formats and creating new consumption opportunities for everyday users.
The evolution of its product line seeks to elevate Italian cheese from merely an ingredient used in specific recipes to a versatile, high-margin staple for outdoor dining and summer gatherings.
While Burrata has gained considerable popularity, its conventional large size may deter solo diners or those concerned about food waste. The introduction of Burrata Minis (6 x 30g) addresses this issue by providing portion-controlled, bite-sized treats.
This initial strategy aims to attract new consumers and minimize waste, transitioning burrata from simply being a central dish to a flexible topping for weeknight salads and pasta dishes.
By making this creamy delicacy more accessible, Galbani encourages consumers to upgrade from regular mozzarella to a more premium option with greater frequency.
The second approach focuses on flavor infusion as a catalyst for trials. The Mozzarella Basil Infusion marks a notable venture into flavor innovation for fresh mozzarella. With the infusion of natural basil extract, Galbani simplifies the classic “Caprese” flavor experience for customers.
This strategy aims to distinguish their products in a crowded marketplace, specifically within the “BBQ and Picnic” sector where convenience reigns. The idea is to lower the effort required to achieve exceptional flavor, thus appealing to shoppers seeking an enhanced taste without the need to purchase extra fresh herbs.
Galbani is not relying solely on product availability; an investment of £1.1 million in above-the-line advertising aims to ensure that these new offerings make a lasting impression.
“These introductions are crafted to assist retailers in fulfilling the demand for quality, convenience, and versatility,” explains Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland. “Our campaign is set to inspire shoppers to integrate Italian cheese into more daily meals.”
The strategy primarily targets premium-minded shoppers through a phased rollout in high-end retailers and the major supermarkets in the UK.
Galbani looks to capitalize on its position as the “Number 1” brand to shift the cheese category away from commoditization.
By emphasizing point-of-purchase-friendly profiles and convenience-focused formats, they are redefining Italian cheese as a refined option for today’s busy consumers.