As consumers navigate abundant choices at the supermarket and manage increasingly tight grocery budgets, many are seeking greater assurance about the products they choose. One brand, Filippo Berio, among the nation’s top-selling olive oil and pesto sauce companies, is putting itself in the shopper’s position and investing in meaningful innovations that enable quick, informed choices that improve the shopping experience.
Innovating with consumer input
“Filippo Berio is 156 years old and a trusted name in culinary circles because of our longstanding tradition of innovation and ability to listen closely to consumers to create products that integrate easily into their kitchens and lifestyles,” says Dusan Kaljevic, CEO of Filippo Berio USA, Ltd. “We are constantly considering how we can improve our products — assortment, sizing, packaging — to support consumers along their culinary journey while remaining true to our roots and our values.”
With a heritage prizing exceptional quality and sustainability, Filippo Berio recently expanded its product portfolio to put these characteristics within easy reach. “Consumers are aware that olive oil is beneficial to them, as it is known to support heart and brain health and protect against a host of diseases, but there remain some questions about choosing the right variety for purpose and flavor,” explains Marco De Feo, Vice President of Marketing at Filippo Berio USA, Ltd.
Promoting informed choices
In its latest series of innovations, the olive oil brand has augmented its extra virgin olive oil (EVOO) line, refreshing both packaging and labels to give consumers greater confidence in their purchases. “Considering the inflationary climate, shoppers are very discerning and want to be certain of the quality of their selections. We’ve introduced a greater range of sizing options and flavor experiences as well as new labels with more insights into the flavor profile and best usage of each variety,” De Feo adds.
He continues, “Building on the success of Filippo Berio’s existing EVOO 16.9 fl. oz. portfolio and its unique-to-category progression of flavor, we’re now offering ROBUSTO, DELICATO, ORGANIC and 100% ITALIANO Extra Virgin Olive Oil varieties in 25.3 fl. oz. packaging.”
The enhanced EVOO range features labels consistent with Filippo Berio’s recognizable aesthetic while exuding a bold color that alludes to product characteristics and provides specific usage guidance. For instance, the red ROBUSTO label highlights the olive oil’s bold, fruity flavor and a peppery finish that works well when marinating meat, dressing vegetables or flavoring ice cream. In contrast, the blue DELICATO label promotes a smooth, mild taste for uses like poaching fish, drizzling fresh fruit or making dips, like hummus or pesto.
“We’ve made it easier for shoppers to differentiate between our EVOO products and reach for the high-quality variety they need,” states De Feo. “Olive oil is an extremely versatile ingredient, and its broad range of flavors makes it suitable for the unique and evolving taste preferences of multiethnic consumers.”
Consumers can also feel good about the packaging themselves, as bottles are made from 50% recycled PET. According to De Feo, “Packaging is another important purchasing factor, and this shift to more eco-conscious bottles reflects Filippo Berio’s ongoing commitment to incorporating sustainable practices.”
Meeting evolving taste preferences
Olive oil is a foundational ingredient of another Filippo Berio product line that recently expanded: pesto. Complementing eight existing pesto options, two new flavors were crafted in Italy with a focus on quality and taste. “Filippo Berio’s new Basil & Ricotta Pesto is a superior creamy pesto that gives consumers a cheesy but delicate pantry staple, delivering richness without overpowering the palate, while our premium Truffle Pesto exudes the full-bodied taste of black summer truffles,” explains De Feo.
Unlike other creamy pestos available, Filippo Berio’s Basil & Ricotta Pesto leads with Italian basil on the ingredient list and omits garlic to allow the herb’s freshness to shine through — making it an ideal sauce for pasta, spread for panini or dip on the appetizer tray, among other possibilities. The Truffle Pesto adds a luxurious note to various preparations, such as eggs, potatoes (including “truffle fries”), red meats and pasta.
“Filippo Berio is the only brand in the U.S. market to offer such a wide pesto sauce assortment, and our new recipe innovations cater to consumers’ changing palates to further drive category growth,” says De Feo. As with its EVOO products, each pesto variety is clearly differentiated by color on the shelf, visually guiding consumers to a selection.
Filippo Berio’s constant innovation is instrumental in driving olive oil and pesto adoption and category growth. By providing consumers with clear guidance in the grocery aisles, the brand empowers informed choices that shoppers can feel good about and enjoy.