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Fratelli Beretta's Simone Bocchini Discusses New Viva la Mamma Product Line

Fratelli Beretta's Simone Bocchini Discusses New Viva la Mamma Product Line


MT. OLIVE, NJ
Wednesday, September 12th, 2018

In the United States, authentic Italian pasta has traditionally had two competing poles—quality and convenience. Freshness and flavor, we thought, could be spared for the latter and ease of preparation for the former. But Fratelli Beretta’s new Viva la Mamma line is turning the paradigm on its head—with six fresh and never frozen pasta dishes that serve up in just two minutes.

I spoke with Simone Bocchini, President of Fratelli Beretta USA, to learn more about the line making its U.S. debut.

Simone Bocchini, President, Fratelli Beretta

“Good Italian food can come out of the microwave. And Fratelli Beretta, with Viva la Mamma pasta, created a recipe that’s very similar to a home-cooked Italian meal—with sauces made from scratch and truly al dente pasta imported from Italy,” said Simone. “All of these recipes are made fresh. The sauces are made from scratch every day, and they’re boxed and packaged daily. So, there is no excess inventory—just fresh pasta delivered daily.”

Fratelli Beretta’s new Viva la Mamma line offers six fresh and never frozen pasta dishes that serve up in just two minutes

Viva la Mamma pasta kits are available in six varieties, including:

  • Amatriciana - a ziti pasta featuring tomatoes, pancetta, onion, and basil over al dente pasta
  • Tomato & Ricotta - featuring tomato, basil, and ricotta cheese over penne pasta
  • Pesto - al dente fusilli pasta dressed with basil, extra virgin olive oil, and grated cheese
  • Carbonara - penne pasta with pancetta, creamy Parmesan, and egg
  • Bolognese - meat, tomatoes, extra virgin olive oil, and basil over fresh ziti pasta
  • Alfredo - featuring a creamy parmesan cheese and cream-based sauce over al dente ziti pasta

Viva la Mamma pasta kit sauces are made from scratch and have truly al dente pasta imported from Italy

“The product comes in a container that resembles a take-out food container, a little bit. The idea was to create something with a very high portability that's easy-to-use. So, as you open the package, you find a spork that is supplied with the product. You lift the lid of the package to vent as you microwave for two minutes. And, when it comes out, you use the spork to mix the sauce and pasta. It’s very quick,” explained Simone. “What we’re finding is that as soon as the consumer tries the product, they’re hooked. It can pretty much be prepared and consumed anywhere—in an office space or college dorm—anywhere.”

Unlike frozen products that can take 10 to 12 minutes in the microwave—or 45 minutes in a conventional oven—Viva la Mamma pasta kits are convenient to buy, eat—and prepare. Simone tells me that the company’s latest line in the U.S. has already found footing in Italy and throughout Europe, where Fratelli Beretta’s fresh pasta kits are fan favorites.

Viva la Mamma pasta kits are available in six varieties including Pesto and Tomato & Ricotta

“In Italy, Fratelli Beretta started the production of ready-to-eat meals about ten years ago—as a meal substitution—quick-to-prepare but, at the same time fresh, and natural,” noted Simone. “And those products took off tremendously both in Italy and throughout Europe; we sell very well in a number of countries outside of Europe. So about a year ago, we decided to experiment with this product in the United States. We began remodeling an existing facility that we had here in New Jersey for the production of Viva La Mamma pasta. We just started shipping about 6 weeks ago, and we currently have distribution in ShopRite in the New Jersey, New York, and Connecticut area; and we’re going to be hitting Jewel Osco September 16.”

For more dairy, deli, bakery, and specialty food news, keep reading Deli Market News.

Fratelli BerettaViva la Mamma


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