The Diete.Tic brand by Valsoia launches its new communications campaign and grows in sweeteners
The Diete.Tic brand by Valsoia launches its new communications campaign and grows in sweeteners
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Diete.Tic, a brand owned by the Valsoia Group, returns on air until 14 November with its advertising campaign, concluding a media plan of 16 weeks carried out during 2026.
The new flight is expected to reach more than 21 million purchase decision-makers.
The spot showcases the various occasions for using the product and highlights its key features: no aftertaste, no preservatives and zero calories. The campaign is accompanied by a new interpretation of the song “What did you put in the coffee?” and by the claim “It changes your life, not the taste”.
The campaign is part of the brand’s sustained growth path, as it continues to strengthen its presence in the sweeteners market and now reaches more than 1 million households. In the year ending in July 2026, according to Nielsen data, Diete.Tic recorded growth of 5,8% in value, higher than that of the overall sweeteners market, which increased by 3,4% over the same period.
Andrea Panzani, CEO and General Manager of Valsoia, commented: “Diete.Tic is confirming year after year the solidity of the growth path undertaken, with results that demonstrate the strength of the brand and the growing importance of liquid sweeteners in consumers’ habits. Surpassing one million households and achieving leadership across the total sweeteners market represent a first milestone for our Brand, confirming the solidity of our work.”
Over the course of the year, the brand also developed activities dedicated to healthcare professionals through a partnership with Nutrimi and a medical marketing project. The initiative involved distributing 800 information kits to nutritionists, containing product samples, informational materials for patients and in-depth scientific content. The concluding survey highlighted a high level of appreciation and use of the materials by the professionals involved.
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.
