Selenella and DimmidiSì innovate in fresh foods with the launch of DimmidiSì Fresh Purée, a source of selenium

Selenella – Consorzio Patata Italiana di Qualità and DimmidiSì, a La Linea Verde brand, are launching DimmidiSì Fresh Purée, a source of selenium, made with 100% Italian potatoes from the Selenella Consortium.

The initiative brings Selenella potatoes into a new product category and expands DimmidiSì’s range of fresh ready meals, tapping into a growing segment.

The partnership

The partnership brings together two complementary areas of expertise. On the one hand, Selenella’s expertise in producing quality Italian potatoes; on the other, La Linea Verde’s know-how in fresh ready meals. The Selenella Consortium represents a supply chain bringing together 10 members, 320 agricultural entrepreneurs operating across Italy, predominantly in Emilia-Romagna, 60 thousand tonnes of potatoes produced and more than 40 million euros in turnover. In 2025, the brand held a value share of 19% in the packaged potato market.

The Brescia-based Group specialises instead in producing bagged salads and fresh ready meals and operates both through the DimmidiSì brand, which, according to NielsenIQ 2025, has brand awareness of 86%. It manages more than 70 private-label brands in 25 countries and generates 50% of the Group’s turnover outside Italy.

The collaboration therefore aims to transfer the value of the agricultural raw material into a product with a higher level of added service, creating a further consumption opportunity for Selenella potatoes in the chilled cabinet.

The new product

ll new Fresh Purée, a source of selenium, is available in a 280 g format, with a shelf life of 20 days. Alongside Selenella potatoes, the ingredients include only fresh raw materials: water, whole milk, cream, butter, Grana Padano Dop and salt. Its distinctive feature is the presence of selenium in the potatoes used.

For La Linea Verde, product innovation is one of its development pillars: the Group has long invested in research and development activities aimed at creating plant-based solutions capable of responding to or anticipating new consumption trends.

The comments

“The meeting of DimmidiSì and Selenella stems from a shared vision: enhancing the value of the quality of the raw material through proposals capable of interpreting the evolution of consumption. In a market characterised by increasingly diverse and fragmented demand, interest is growing in products with high added value, capable of meeting different needs and consumption occasions while combining quality, taste and convenience. The new Fresh Purée is part of this evolution, reinterpreting a great classic of Italian cuisine in a contemporary way. A collaboration that brings together the expertise and recognisability of two established brands, opening up new development opportunities in the chilled cabinet and confirming our approach to innovation: starting from people’s habits and expectations to offer solutions that are ever closer to their everyday lives,” comments Matteo Laconi, DimmidiSì marketing director.

“This collaboration represents a further opportunity for Selenella to enhance the quality of our potatoes, bringing them into a new segment with a high level of added service. Meeting DimmidiSì enables us to combine origin, quality and innovation, offering consumers a new, practical and contemporary way to bring our potatoes to the table. We chose to support this project because it is fully consistent with the path we are pursuing to expand consumption opportunities for Selenella potatoes and enhance their characteristics throughout the supply chain,” adds Massimo Cristiani, president of Selenella, Consorzio Patata Italiana di Qualità.

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.