CDP is appointed to handle relaunch of Cirio Italian sauces

CDP has been appointed to handle the UK relaunch of Cirio, the Italian food giant, without a formal pitch.

CDP has been appointed to handle the UK relaunch of Cirio, the

Italian food giant, without a formal pitch.



A new product range will be launched in September under the Cirio

banner, in competition with brands such as Dolmio and Ragu in the

Italian sauce sector.



The products range from basic cooking ingredients to complete meals.



The cooking sauces are called Primo and Secondo while Cucina Idea

consists of six products to help in the preparation of a meal, including

canned tomatoes flavoured with olive oil or garlic and tomato puree.



’Cirio wants to be recognised as a global company providing consumers

with the truest expression of Italian cuisine,’ Cirio’s managing

director, Peter Parmigiani, said.



Nick Webb, new-business director at CDP, added: ’Research has shown us

that the Cirio brand can be found in most Italian kitchens, professional

or household. We want to position it to the UK market as the way that

modern-day Italians cook.’



The budget for the through-the-line launch campaign has yet to be

decided.



Cirio, set up at the end of the last century in Naples, is a household

name in Italy. It was privatised at the end of 1993 and bought by the

financier, Giorgio Cragnotti, who also owns the Bertolli oil and De Rica

jams and sauces brands. Cragnotti also recently acquired Del Monte.



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