Nonno Nanni renews its deli counter range with “I Freschissimi”

Nonno Nanni renews its range dedicated to the deli counter with a new name, “I Freschissimi”, a new graphic design and a new addition: Stracchino Senza Lattosio.

The new identity of the deli counter range

The relaunch stems from the desire to strengthen the identity and recognisability of the range at the counter, highlighting the distinctive codes of the deli channel and further differentiating the experience from self-service. This process was developed by listening to consumers, buyers and department managers, making it possible to identify freshness, tradition and care as some of the most representative elements of this channel.

These insights have led to “I Freschissimi Nonno Nanni, the new identity of the deli counter range, characterised by a cleaner, more contemporary visual language that reinterprets the distinctive codes of traditional delis, highlighting their authenticity and quality. Hand-wrapping and the use of paper become central elements of the new packaging, strengthening its recognisability and its connection with the codes of traditional delis.

The comment

“The deli counter is a historic channel for Nonno Nanni, but it is also a space that is evolving together with consumers’ needs,” comments Luca Galuppo, Nonno Nanni’s marketing director. “With I Freschissimi, we wanted to start precisely by listening to consumers and the trade, preserving the elements that have always characterised our offering and interpreting them in a contemporary way. The new project therefore stems from the balance between tradition and innovation, continuing to enhance the deli experience through codes that are recognisable and relevant to today’s consumer.”

The deli channel has always been important for Nonno Nanni, which is a leader in the sector across three key categories: Stracchino, Squaquerello and Robiola. The new project has also received particularly positive feedback from consumers: 91% of those interviewed perceive the new range as very or fairly distinct from the self-service range, while purchase intent reaches 97%.

The new addition

The I Freschissimi range includes Stracchino, Squaquerello, Robiola, Stracchino allo Yogurt and Stracchino con fermento Probiotico and is now expanding with Stracchino Senza Lattosio, bringing a concrete response to the growing demand for lactose-free alternatives to the deli counter as well.

The product, introduced last year in the self-service channel in flow-pack format, is now also available at the deli counter, expanding the offering for those seeking lactose-free alternatives. With “I Freschissimi, Nonno Nanni”, the Brand is thus renewing one of its historic ranges, evolving its presence at the deli counter while remaining consistent with the values and codes that have always characterised it.

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.