Filippo Berio's Innovation Targets Pasta Sauce Category to Delight Shoppers
Some may think that a brand in existence for more than 150 years must have reinvented itself countless times to keep pace with the changing tastes and preferences of its consumers. For Filippo Berio, it’s not so much reinvention as a constant commitment to innovation.
Fans of the long-standing brand have come to recognize the image of Filippo Berio’s namesake, along with his signature, as a seal of quality. It’s that focus on uncompromised quality that has carried the brand through to today and that keeps the latest generation at the helm of Filippo Berio’s innovation strategy dedicated to delivering the exceptional caliber of products that are desired and expected.
Satisfying evolving preference with new pasta sauces
This summer, Filippo Berio introduced a robust line of premium pasta sauces, expanding its product portfolio to a new category and identifying major growth opportunities for the category, specifically among flavor segments and household penetration.
“We observed some compelling trends in consumer purchasing habits, particularly in buying pasta and sauces,” explained Dusan Kaljevic, CEO of Filippo Berio USA Ltd. “In 2023, for example, about 84% of U.S. households were buying dry pasta, but about 75% bought sauce. We believe that, for many, the available prepared options were inferior to the flavor style and authenticity of a homemade sauce. We took that as a challenge and set out to create homemade-tasting recipes that any cook would be proud to serve.”
When studying consumer buying behavior and developing a game plan to develop a new line of pasta sauces, Kaljevic and his team also considered the qualities that shoppers prize in their grocery selections. “Consumers are reading labels closely. They want to recognize the ingredients they see listed and feel good about what they’re feeding themselves and their families,” he said.
“Every main ingredient in our new pasta sauce line is something that could be found growing in an Italian garden,” added Marco De Feo, VP of marketing at Filippo Berio USA Ltd. “We found a way to capture the garden-fresh flavors of our high-quality ingredients without turning to shortcuts like preservatives, added sugars or artificial ingredients.”
Bringing fresh, authentic Italian flavors to American kitchens
According to De Feo: “the new line of sauces is an exercise in patience, as recipes are prepared in two stages. First, the flavor of 100% Italian tomatoes is locked in, as this key ingredient serves as the base of each variety. Then, additional vegetables, cooked separately to ensure their flavors shine through, are combined. Once both stages are complete, Filippo Berio’s high-quality Extra Virgin Olive Oil is added as the final touch. The finished sauces have distinct, authentic profiles as a result of the slow-simmered process.
“Not only are consumers getting fresh, clean ingredients in every jar, but they are experiencing authentic flavors that truly elevate their meal preparations — in just a fraction of the time of a scratch-made sauce,” continued De Feo.
In all, eight recipes of pasta sauces are available — Marinara, Tomato Basil, Arrabbiata, Roasted Garlic, Mushroom, Traditional Italian, Olive and Grilled Vegetable — and each is very versatile, fulfilling a unique need in the kitchen, from layering in lasagnas to dressing pasta, meat or seafood. Additionally, each variety features a vibrant, eye-catching label, with a veritable rainbow of flavors and culinary experiences calling to shoppers from the shelf.
“Consumers are looking for easy ways to change up their meals, and we have sauce varieties and recipe ideas for every day of the week and then some,” noted De Feo. “Plus, each is suitable for vegetarian and vegan diets, easily accommodating a range of dietary restrictions and preferences.”
Innovating while maintaining quality focus
For Filippo Berio, the expansion into the pasta sauce category has been a natural extension that continues the company’s long-standing tradition of diversifying its product portfolio with careful consideration. Not only does the new sauce lineup incorporate the brand’s own high-quality staple, but it also complements its many other authentic, flavorful offerings that can be incorporated in sides, dips or dressings.
“Time is always at a premium,” said Kaljevic, “but consumers shouldn’t have to sacrifice quality to be able to prepare a nourishing and flavorful meal in minutes. We’ve taken the same approach in developing this product line as we have with our olive oils, specialty vinegars, glazes and pestos. We’ve focused on responsibly sourcing the highest-quality ingredients and then testing and refining our recipes and preparation methods over time to ensure that our shoppers have a product that they can consistently rely upon for fresh, authentic Italian flavor.”
Filippo Berio has stood the test of time, thanks to its commitment to quality, a characteristic that never falls out of favor. With continued innovation, the company is demonstrating just how well it can elevate a variety of culinary experiences for the home cook.