When you’ve been in this industry for decades, hindsight for growth opportunities can easily get lost. As a brand that’s been around since 1850, Fiorucci knows this well. But, nevertheless, Fiorucci is actively seeking out new and innovative ways to accelerate the brand expansion. I tapped Shawn Munck, Sigma in the U.S. Director of Marketing for European Brands, as the industry ramps up for the sensational snacking event, The Big Game 2020, and looks over key highlights of 2019.
“Fiorucci has been in the dry cured meat business for nearly 170 years, and while we have a loyal consumer base that knows our brand and trusts our products, we have a strong desire for growth,” Shawn told me. “We found our opportunity to achieve this growth through our consumer’s desire for products meant for snacking. With over 47 percent of consumers snacking more than three times a day, we started researching how we can bring our healthy, flavorful, indulgent products to this category. Additionally, we understand that macrosnacking will have, at a minimum, $16B in incremental growth over the next five years.”
With 2019 disappearing in the rearview mirror, Fiorucci is unfolding multiple new initiatives in order to bring innovation to the marketplace.
“We have actively launched and developed over 40+ products meant for the grocery, foodservice, vending, and convenience channels. While some of our innovative products bring new twists to traditional meats, like smoked prosciutto, we’ve also created entirely new flavor profiles, like our Appetaggio line, which is fruit infused, r-BST free mozzarella cheese wrapped around traditional all natural meats like salami and prosciutto,” explained Shawn.
After more than a century occupying the specialty foods space, the current state of the market has catapulted Fiourucci´s need for innovative change.
“While we’ve developed some truly great products that stand the test of time, we want consumers to be continuously surprised and delighted with our products,” Shawn said. “We understand consumers desire products that not only satisfy their cravings and consumption moments like on-the-go snacking but also provide health benefits. Our healthy, protein-packed, but indulgent, options for consumers can offer differentiation around The Big Game, an event typically saturated with fatty, carb-loaded foods like chips and dips.”
Aside from the brand’s continuous growth, Fiorucci has crafted products that work great as healthy and convenient snacking solutions for The Big Game, such as its Festalino Charcuterie and Sandwich making kits. The Festalino Charcuterie board features an assortment of mild and spicy salami slices along with aged cheddar slices. The Festalino Sandwich Kit features an assortment of sliced pepperoni, mild provolone cheese, and genoa salami. With no artificial flavors, colors, or ingredients, these products are a healthy alternative to traditional game time snacks.