DimmidiSì, the evolution from ready-to-eat salads to ready-to-cook in 20 years
DimmidiSì, the evolution from ready-to-eat salads to ready-to-cook in 20 years
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From a company with a strong export focus to a fresh-food business directly present in markets with production capacity, expertise and knowledge of local dynamics: this, in summary, is the transformation of the Brescia-based group La Linea Verde outlined by CEO Domenico Battagliola 20 years after the birth of the DimmidiSì brand.
The company specialising in fresh salads and soups is a multinational operating in Europe—including the recent acquisitions of Bcs in Belgium and Des Tombes in France—and it has started distribution in Canada through co-packers and is completing the construction of a plant in the United States, in Ohio.
New needs
“Over the company’s twenty years of existence, fresh produce has changed too,” Battagliola said yesterday. “The scope has progressively broadened, following new needs and new consumption occasions: from ready-made salads to large salads, from soups to ready-made fresh dishes, from side dishes to fresh drinks and ready-to-cook.”
In 2025, the La Linea Verde group generated revenues of 400 million euros, EBITDA of 34,7 million and a profit of approximately 13 million. Technology investments amounted to 17,6 million, 42% more than the previous year. The group generates 50% of its turnover abroad.
More than 400 million packs are sold, and in the enriched salad segment the company reports a value share of 32% for the DimmidiSì brand. Brand awareness is 86%.
Soups, an open field
According to NielsenIQ, ready-to-eat fresh food has gained ground in Italians’ habits, moving from an occasional solution to an established choice. Convenience is no longer merely a response to a lack of time, but has become a component of value. In this context, fourth-range produce and ready-made dishes are no longer just an occasional alternative to home preparation; soups, for example, now represent a market worth 180 million euros, but reach fewer than 30% of Italian households. For enriched salads, penetration is below 30%.
“For us, understanding change means understanding not only what consumers buy,” concludes Matteo Laconi, marketing director at La Linea Verde, “but when, why and on what occasion they choose a product. This is where innovation comes from: not from the need to add a new product reference, but from the ability to identify a need and build a relevant response.”
Other articles:
La Linea Verde: a growing 2025, with an increasingly international drive
La Linea Verde is working to drive the evolution of the fresh-food market
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.
