A guide to selling Italian food and drink in 2024

A wide range of Italian foods have become part of the culinary lexicon in the UK, with many recipes forming part of consumers’ weekly meal rotation. Various pasta dishes, such as those with ragu and carbonara sauces – in truth, often made with recipes that have been tweaked beyond that which an Italian would recognise – are now considered staple dishes which even novice home cooks consider themselves able to rustle up, but there is plenty for foodies and the retailers who serve them to explore beyond this. From regional specialities to fine food twists on well-known ingredients, Italian cuisine offers ample opportunity to delve into artisanal products and their stories.

This popularity shows no sign of waning. “The appetite for Italian food in the UK is not only growing, it’s becoming more discerning,” begins Winette Winston, director at Seggiano. “British consumers are increasingly seeking out authentic, high-quality Italian products as they move away from mass-produced options. There’s a rising appreciation for the provenance, craftsmanship, and deep-rooted traditions that come with true Italian cuisine, and we’ve seen this reflected in the demand for our artisanal products.”

While a number of traditional Italian products – dried pasta and tomato sauces, for example – are ubiquitous on supermarket shelves, that’s not to say that UK shoppers aren’t looking for higher quality examples that demonstrate the key tenets of fine food. “British consumers are sophisticated in their tastes and expectations of Italian food,” continues Winette. “Quality, provenance, and story are at the forefront—people want to know where their food comes from, who made it, and how it was produced. Attractive packaging also plays a role, as it often serves as the first introduction to a product, but it’s the authenticity and craftsmanship behind the packaging that truly resonates. Seggiano’s approach, with its focus on organic ingredients and traditional production methods, aligns perfectly with these desires.”

A delicious fusion

Italian cuisine might be familiar with British palates now, but that hasn’t long been the case. In fact, the parents – not to mention grandparents – of Speciality Food readers are unlikely to have come across ingredients such as pasta, which are ubiquitous in 2024. Terroni, located in Clerkenwell, was the UK’s first delicatessen and opened by Italians in 1878, yet it was largely frequented by Italians who had emigrated from their homeland.

Slowly but surely, London hosted more Italian delis – the original Lina Stores opened in 1944 – and the renowned specialist retailer Valvona & Crolla opened its Edinburgh doors in 1934 to the delight of contemporary and current food lovers. These destination retailers offered an exciting, artisanal taste of Italy for discerning customers, and independent retailers continue to walk that path – setting themselves apart from the supermarkets’ range of ingredients that have become price-slashed and commoditized for the mainstream by offering foods that are of higher quality, more delicious, and have a clear-cut connection with their origins.

A recent addition to the fold is Cotswold Cardillo, a producer of authentic Italian foods made using ingredients sourced locally in the Cotswolds, in doing so brilliantly blending the Italian and British food scenes. Having this dual-sided approach means that the team knows what Brits want from Italian food – and how to give it to them. “British consumers seek a combination of familiarity, comfort, and authenticity from Italian food, while also being open to new culinary experiences,” begins Clara Cardillo, director. “My family and I aim to meet these desires by offering high-quality Italian dishes rooted in tradition, but with a modern touch. Customers appreciate the comfort of familiar, hearty meals that evoke the warmth of family gatherings, while also wanting food that is easy to prepare and nourishing. At the same time, there is a growing interest in provenance – knowing that the ingredients are authentic and sourced with care, ensuring that the flavours truly sing of Italy.

Providing a fusion of traditional Italian flavours – courtesy of their beloved Nonna Pippi – with locally-sourced Cotswolds ingredients, the 2024-launched range is the perfect combination of excellent British produce and authentic Italian flavour. “The appetite for Italian food in the UK is consistently strong, with a growing appreciation for authentic flavours that are made locally. There is a particular demand for Italian cuisine that combines traditional recipes with fresh, high-quality ingredients, and this is where our range truly stands out. By blending Nonna Pippi’s cherished Italian recipes with exceptional produce from the Cotswolds, we offer a unique fusion of Italian authenticity and local craftsmanship. The UK market is eager for Italian food made here, especially when it delivers the vibrant, authentic flavours that truly embody the essence of Italy.”

The value of connection

One of the things Italian food is best loved for is its preservation of culinary traditions, techniques and flavour. A pesto served in Puglia will be different to one served in Genoa, and families across Southern Italy will have differing – closely guarded – iterations on a great ragu for spaghetti. These regional variations offer ample opportunities for fine food retailers, who can satisfy their customers’ appetites for provenance by sharing the stories behind their range of Italian food and drink. 

“The British have had a long-standing love for Italian food and we are seeing an evolution in understanding of the nuances of Italian ingredients and their connection to the geography of the country,” says Gianfranco Perri, CEO of Just Gourmet Foods, a specialist importer and distributor of Italian artisanal brands. “More retailers are looking to ensure that, like wine, that they have olive oil from different varietals and regions of Italy.”

As much as there is plenty for food-loving consumers to relish, there’s a lot for adventurous retailers to explore too. “The understanding of how different sauces might be used with different pasta is well-evolved but when this is taken to a deeper level of understanding regional specialities and how even basic recipes can fundamentally differ from town to town, it opens up a world of discovery and learning which we are excited to share,” Gianfranco continues. 

Italian food is no longer simply a convenient option, agrees Winette – “people are moving beyond pizza and pasta to explore regional specialities and unique flavours, and value authenticity and traceability.”

Many of Just Gourmet Foods’ brands are from multi-generational, family-built businesses, producing recipes which have been handed down and perfected over generations, and their stories can be a selling point for fine food retailers. Speciality Food readers know all too well the value of ‘selling the story’, and while this might be more straightforward when selling a local product, Italian food brings with it a romanticism and inherent sense of quality that foodie shoppers love – both as a result of attractive packaging and its story.

This sense of quality in the artisanal Italian products entering the UK market is something which independent fine food retailers can capitalise on. “There is certainly a perception of luxury associated with authentic Italian food in the UK, especially when it comes to products with a clear provenance and artisanal heritage,” says Winette. Sharing the stories behind the products being sold is key to amplifying the sense of quality and increasing sales. “Independent fine food retailers can tap into this by highlighting the stories behind the products they sell – emphasizing the artisanal production methods, the passion of the producers, and the exclusivity of small-batch offerings.” Winette suggests creating in-store experiences, such as tastings or cooking demonstrations, to further enhance the sense of luxury and deepen customer engagement with the products.

“We see our wide and growing customer base as testament to the desire in the UK for high quality Italian products and, more specifically, a connection to real producers,” continues Gianfranco. “We know that retailers use us to offer deeper choice for their customers in a market dominated by some large Italian brands. Our retailers value us for the provenance we offer as well as the clear quality that has customers returning. Due to the thoughtful presentation of our brands, we also see a willingness to pay a bit more for a product which sits beautifully on-shelf – or on the kitchen counter – while also delivering on provenance and flavour.”

Getting pasta right

As Gianfranco suggests, pasta offers a perfect example of a product which has become commonplace in the UK, and so – just like in Italy – supermarket shelves are filled with cheaply-made varieties, but there are plenty of high quality options available for retailers to stock. It might have a simple ingredients list, but pasta can be a highly varied product as a result of the quality of the wheat used to make it as well as the production methods. “Not all pasta is created equally!,” says Sally Assinder of Garofalo. “Dry pasta is made with only two ingredients: wheat and water.

“Quality pasta is made exclusively from durum wheat which is milled to obtain a semolina with a courser grain than soft wheat flour. To make Garofalo pasta we select the best grains in the world that meet specific quality criteria for gluten, protein level, colour and optimal taste. The semolina we use is largely made using Desert Durum wheat from Arizona, considered one of the best in the world for its high protein content. The water we use to make Garofalo pasta is local spring water known for its purity and mineral content which contributes to the unique flavour and texture of the pasta.”

Garofalo is a highly regarded producer of pasta across the UK and beyond, and its long history is at the heart of the quality of its range. “Generations of knowledge, talent and pride are concentrated in Gragnano, the pasta capital of Italy and home to Garofalo pasta since 1789,” says Sally. “Over 200 years of experience are a huge advantage in the production of our pasta.”

Indeed, Garofalo’s love of pasta informs the level of expertise seen throughout the business. “Garofalo lives and breathes pasta with an owner whose family has been in pasta for generations and who is personally involved in the selection of the durum wheat, a culinary gourmet production director who fully understands what makes great pasta, and a team of workers who are both passionate and knowledgeable about the product. Garofalo’s pasta quality is unmistakeable, and the product speaks for itself, the base of this is our dedication to excellence and our desire to make good food an exact science without losing the knowledge of the pasta makers.”

As all foodies know, investing in good quality pasta can make a significant difference to the final dish, both in terms of flavour and texture. Al dente – to the tooth – is the optimum texture once cooked, and the use of bronze dies during the extrusion process helps sauces cling to the pasta more effectively. If high quality ingredients are used, there’s no need for complicated recipes. “High quality pasta cooked correctly speaks for itself,” says Sally. “One of the most loved recipes in Italy is Spaghetti Aglio e Olio which simply combines pasta with garlic, olive oil and chilli to create a simple yet delicious dish, but only if high quality pasta is used.”

Truffle is another product familiar to UK shoppers but worthy of a fresh approach, and a new brand – Be Truffle – has been launched to refresh the British shopper’s approach towards this luxurious product. “The truffle market in the UK has traditionally been focused on targeting the more affluent consumer, with a clear interest in luxury and indulgence,” begins Rita Brugnoli, sales director. “Be Truffle has been launched to introduce the exciting world of truffles to a wider, younger audience, taking truffle consumption out of the realms of exclusive fine dining.” 

Even amongst products with such a clear association with luxury and tradition, there is a hunger among consumers for innovation and Be Truffle has a wide range of products – including truffle ketchup, teriyaki sauce and chilli oil – that allow consumers to experiment with the flavour of truffle across their varied repertoire. “There is strong interest in the wide range of innovative products which enable consumers to experience the wonderful taste and aroma of truffles in a condiment/sauce format that they are familiar with using,” says Rita.

“In addition, the eye-catching, bright packaging and humorous graphics create great shelf-shout and allow our products to really stand out from the crowd. Be Truffle is essentially targeting all foodies, but in particular, the branding and ’truffle take’ on a number of British favourite condiments and sauces is likely to attract a more contemporary audience than those typically buying into the truffle category.” 

Stefano Cuomo, CEO of Macknade, agrees that a modern approach to traditional Italian cuisine is helping to bring recognition and understanding to a wider audience. “Mortadella is an example of an Italian food which historically has never been popular in the UK – in fact, it’s been likened to Spam – but this is changing, partly as a result of it becoming increasingly visible on social media,” he says. “It was my father’s favourite sandwich filling, and has long been highly prized in Bologna, but British shoppers weren’t sure what to do with it until now. These days, people are sharing videos of them using it in recipes – as a topping for pizza, to pair with Burrata and pistachio as a starter and so on – so there’s now a level of education that wasn’t there before. This is just one example of how our more connected world is increasing the understanding of Italian cuisine.”

Social media may bring people into speciality stores to pick up hitherto unfamiliar Italian foods, but when they are there it is up to the retailer to seal the deal. “Pricing is hugely important – we try to offer an ‘entry point’ price to bring in customers who are perhaps more used to paying less for a commodity product, so that they can experience something better and be educated around why that offers good value, plus a mid-level price point and high level,” says Stefano.

“Nobody is going to use the high level product for everything, it’s more of a special occasion purchase, but so long as we make an effort to explain to our customers why our Italian items – for example olive oil – are more expensive than the basic alternatives they can get at the supermarket, we get the opportunity to share the producers’ story and bring an authentic taste of Italy to our audience. If our customers know the broader narratives behind the food they’re eating they’ll appreciate it even more. It’s our job as storytellers to bring the narrative of these superb products to our audience.”