RETAIL WORLD By Nicholas Rider - April 2024.
Destination Italy was first unveiled in 2023, bringing “true Italian eating experiences” to Australian kitchens.
Following last year’s launch of pizzas, the brand is now entering the gelato market with the launch of four products that have been developed and created in Bologna, Italy.
Destination Italy Chief Marketing Officer Stuart Diamonds says the range, with a focus on capturing iconic tastes of Italy, includes four traditional flavours with a modern twist.
“Headlining is our Pistachio and Vanilla Gelato, a nutty pistachio swirl intertwined with the smooth sweetness of vanilla. This is one of the most traditional and iconic flavours and yet is completely underrepresented in retail Australia. We plan to change this,” he said.
“Our Choc Hazelnut (Bacio) Gelato is next. With each taste you’ll find the velvety richness of chocolate and the nutty sweetness of hazelnut entwine in a passionate embrace on your palate. This one will bring back memories.
“Our Salted Caramel Gelato is our third offer and certainly meets the brief. Luscious swirls of creamy caramel sweetness with a tantalizing hint of salt play casually together, ensuring each spoon is a reminder of your favourite Italian gelateria.
“Lemon is our last offer, which we believe has all the makings of a cult favourite. Delight in the tangy sweetness of fresh lemons, perfectly balanced with the creamy indulgence of authentic gelato. Close your eyes and let the bright, citrusy flavours dance on your taste buds.”
All offers have been packaged in clear packaging, adds Mr Diamond, to “allow us to showcase the gelato, naturally”.
This month’s launch will be supported by a range of chefs and food influencers creating content for the local audience through Instagram. There will also be in-store activity to drive conversion at point of sale.
About Destination Italy
In today’s globalised market, where authenticity often “takes a backseat” to convenience, says Mr Diamond, Destination Italy stands out as a brand that can “break the mould”.
“We have dedicated ourselves to creating authentic Italian experiences right in the kitchens of our consumers, far beyond the borders of Italy,” he said.
“Each product isn’t just made in Italy; it’s a heartfelt creation by Italians using ingredients sourced locally. This dedication to authenticity ensures that every bite carries the essence of Italian tradition and the rich culinary heritage that Italy is celebrated for.”
Destination Italy hopes to do more than just fill plates, according to Mr Diamond, with the intentions of enriching dining tables with stories, traditions, and an atmosphere that is “quintessentially Italian”.
“In essence, Destination Italy doesn’t just sell food; we create an experience – a journey to the heart of Italy, without ever leaving your home,” he said.
“This approach not only respects the culinary culture of Italy but elevates everyday meals into memorable, cultural events that celebrate the joy of Italian living.”
What’s nextNicolas Ryder
There’s plenty more to come from Destination Italy.
“We have planned a big year ahead for the brand, with further launches into the pizza category, potential ranging opportunities for the ready meals and pasta category, and further range extensions and limited edition offers in gelato,” Mr Diamond said.
“We want all Australians to have access to a slice, a scoop a taste or a bite of Italy – this is the driving force behind the brand in the year to come.”