Rachelli, an Italian premium dessert brand owned by the Emmi Group, is making its UK debut in Waitrose today. Under a new UK-specific brand identity, Rachelli is rolling out two chilled variants – Tiramisu Classico and Tiramisu Amaretto. Both are available in twin packs of 2 x 90g portions with an RRP of £4.75.
The brand stated that it was aiming to capitalise on the growing market for at-home meal occasions and the trend for Italian food and culture in the UK.
Started in 1935 as a family-owned pasticceria in Milan, Rachelli has a rich history of creating luxury homemade desserts and is popular on the continent.
Amanda Burningham, Head of Marketing – Desserts at EMMI UK Ltd, said: “With so much demand for Italian culture and cuisine in the UK, and with more people entertaining at home, now is the perfect time for us to enter the UK’s growing chilled dessert market. Rachelli is an exceptional offering, combining its authentic Italian heritage – and the craftsmanship this affords – with best-quality Italian ingredients to create deliciously indulgent, convenient desserts, which we hope will be a surefire winner with consumers.”
To achieve the goal of becoming the UK’s go-to premium Italian chilled desserts brand, the company has set out a two-year rollout plan to grow the brand, introducing new innovations and formats which will “reinvigorate the fresh dessert category”.
The launch will be supported by a marketing campaign targeting ABC1 consumers. ATL activity is set to involve OOH media close to Waitrose outlets where stocked, print advertisements in Waitrose media titles alongside sampling and coupons in-store, all underlined by a social media campaign with geo-targeted ads.
