Cirio celebrates 170 years of history with an offering that looks to the future

In 2026 Cirio celebrates 170 years, a milestone that highlights the longevity of one of Italy’s best-known food brands and, at the same time, its ability to continue evolving with a rich and innovative range.

The brand’s history

Founded in 1856 through the entrepreneurial vision of young Piedmontese entrepreneur Francesco Cirio and, since 2004 has been part of Conserve Italia, the brand maintains a deep connection with its history, interpreting it in light of the new needs of the market and consumers. At its heart remains the Conserve Italia cooperative supply chain, which brings together more than 14.000 Italian agricultural producers and guarantees control, traceability and quality of the raw material.

“Celebrating 170 years means highlighting an extraordinary heritage, but above all continuing to make it contemporary,” says Federico Cappi, Conserve Italia’s retail marketing director. Cirio is a highly recognisable brand that wants to continue innovating while preserving its distinctive features: quality, Italian identity and expertise in the world of tomatoes.”

Bringing innovation while respecting tradition and the raw material

The innovation of the offering thus becomes one of the tools through which Cirio brings a heritage built over time into the future. A journey that combines brand strength, evolving consumption patterns and the enhancement of the Italian supply chain, with the aim of leading the tomato category through an increasingly clear and distinctive range.

“In a highly competitive category, we continue to work to make the differences between products immediately apparent and to facilitate consumer choice, while at the same time strengthening Cirio’s premium positioning. The challenge is to continue interpreting market changes without losing the identity that has made Cirio a reference brand for generations of consumers. It is this balance between history and innovation that we also want to bring to the shelves of Italian retailers,” adds Federico Cappi.

A broad and diverse offering

It is from this perspective that the work on the ranges intended for the Italian market, starting with passata. Cirio offers segmentation designed to meet the needs of different consumer targets: from the Verace, creamy and delicate, to the Rustica, with a fuller consistency, through to Maremma Toscana, a premium expression linked to its territorial origin. The recent restyling of the glass packaging, characterised by a transparent label, puts the product centre stage and aims to strengthen its recognisability and clarity on the shelf.

The same differentiation logic applies to the Chopped Tomatoes, with Finissima, offering a more homogeneous consistency and suited to quick preparations, and Rustica, with more pieces and suitable for traditional recipes, as well as the Peeled Tomatoes, an iconic product of the brand made with long tomatoes grown by its members in Apulia. They are joined by higher-convenience products such as Ready-made Sauces, a segment in which Cirio responds to growing consumer demand without compromising on the quality of the raw material. The offering includes recipes made with Datterino 100% Italian, also in contemporary and plant-based variants, and in the 190 gram format, designed for smaller households and consumption occasions requiring convenience and reduced waste.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.