Eridania launches the third edition of “Eridania On Tour” in four Italian squares

For the third consecutive year Eridania is launching “Eridania On Tour”, the experiential format that takes the brand beyond the shelves and into direct contact with people.

In its first two editions, the project served an average of 2.000 coffees and 400 tastings per stop and distributed more than 12.000 gadgets, and now returns to the squares with four events in October.

The stops

The tour kicks off at Piazza Gae Aulenti in Portanuova, Milan, then continues to Piazza Garibaldi in Padua, Piazza Roma in Ancona and concludes at Piazza Redentore in Bari. Activities are open to the public free of charge on Saturdays and Sundays from 10 to 18.

The common thread is the concept “A sweetness for everyone”: for Eridania, sweetness is not a static concept; it changes along with people, habits and consumption occasions. The tour takes this vision to where people live, transforming the encounter with the product into an opportunity for connection.

The format

The format combines showcooking, tastings and educational sessions. Accompanying the public will be Valentina Tozza, food creator, with recipes and preparations designed to showcase the different sweetening possibilities. The programme also confirms the collaboration with the nutritionists of the association AINut, a permanent presence on the tour since its first edition, to provide useful information to help people navigate the available solutions.

The protagonists of the activities are Eridania’s zero-calorie products: the Zero range, as sweet as sugar, with no aspartame and no aftertaste; Truvia, made with stevia; and Erythritol, obtained by fermenting fruit and cereals, available in Dark and Bio variants and now also in the new sachet format.

The comment

“With Eridania On Tour, we are now at the third edition of a project that has enabled us to build a direct and ongoing point of contact with consumers,” comments Alice Roncagli, marketing manager at Eridania. “The figures from the first editions tell us that people want to learn, taste and ask questions. For a leading brand in sweetening, this listening is the most valuable resource. The format works because it does not ask people to watch, but to participate: taste, cook and engage with a nutritionist.”

The tour will be covered on Eridania’s social media channels, with dedicated content before and during the stops and audience involvement. The project is by Ad Astra Pr, which handles its executive production, with Sdb Stile of Bologna for the tour’s social media content, Design Thinking for the graphic design and Heron for the installations.

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.