Buitoni targets foodies with new premium range
Nestlé food brand Buitoni has launched a new range of five premium products in Italy offering a convenient but luxurious twist on simple recipes.
A unique savoury soufflé base and extra-large, extra-creamy filled pasta are two of the innovations in the new Le Creazioni di Casa Buitoni range.
Drawing on the rich heritage of Casa Buitoni - the iconic neo-classical villa in Tuscany that is home to Buitoni’s research and development centre – Le Creazioni di Casa Buitoni marks the brand’s first move in the premium product category.
Launched in Italy last month, the range will soon be rolled out in other European markets, beginning with Belgium.
Marco Morelli, Brand Manager for Nestlé Buitoni, explained why the premium products were developed.
He said: “Le Creazioni di Casa Buitoni is aimed at a particular category of consumers known as ‘foodies’, who are not only passionate about the food they eat, but also about its culture and heritage.
“In Italy, where this group represents around five million people, we are emphasising Casa Buitoni’s worldwide reputation as a symbol of more than 180 years of culinary innovation. We chose the name Le Creazioni di Casa Buitoni as a tribute to this outstanding expertise.”
The soufflé base - the first of its kind to be sold in Europe - provides a quick and tasty solution to a dish that even the most competent cooks find difficult to perfect.
Available in a 200g packet that makes up to eight individual servings, the chilled product requires consumers to simply add milk, mix, add ingredients of their choice such as ham, and then bake.
Meanwhile, the Le Creazioni di Casa Buitoni filled pasta is the largest of its kind on the market. It was given greater creaminess using new, state-of-the-art technology which also allows pieces of ingredients, such as porcini mushrooms and toasted almonds, to remain intact.
The product is the first in the filled pasta category in to feature a paper-based, partly recyclable tray. Conveying the craftsmanship behind the pasta, it reduces the amount of plastic normally required in packaging.
In addition to soufflé and pasta, Le Creazioni di Casa Buitoni features pizza with a rich, soft topping; superior thickness puff pastry ideal for liquid fillings; and chilled fine chocolate dough for baking cakes with a gooey chocolate centre.
The Buitoni brand has added a new Le Creazioni di Casa Buitoni section to its Italian website, and has also created a new You Tube channelfor consumers to watch recipe demonstrations, and to upload their own ideas.
The original Buitoni product range is sold in many countries around Europe including Italy, France, Spain and Belgium, and is also available in the United States.
In 1827, Guilia Buitoni opened a small pasta shop in Sansepolcro, Italy, which quickly became a local favourite.
Nestlé bought the Buitoni brand in 1988. At the same time, the Company bought and completely restored the Casa Buitoni villa, which had been the home of the Buitoni family for many years.
Casa Buitoni was opened in 1992 as the Research & Development and Communication Centre for the Buitoni brand.
Here, a team of culinary experts and chefs work full time to develop new product ideas and concepts based on in-depth consumer research.
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