Galbani sets sights on occasion expansion
Galbani, the UK’s leading mozzarella brand, is moving beyond the standard block and ball format to capture a larger share of the premium chilled cheese market.
With the launch of Burrata Minis and Mozzarella Basil Infusion, the Lactalis-owned brand is executing a two-pronged strategy: driving premiumisation through format innovation and unlocking new usage occasions for the everyday consumer.
By evolving its portfolio, Galbani is aiming to transform Italian cheese from a specific recipe ingredient into a versatile, high-margin staple for alfresco dining and summer entertaining.
While Burrata has seen a surge in popularity, its traditional large format can be a barrier for solo diners or those wary of food waste. The new Burrata Minis (6 x 30g) directly address this by offering portion-controlled, bite-sized indulgence.
The goal with the first approach is recruitment and waste reduction while moving burrata from a centre-piece dish to a versatile topper for mid-week salads and pastas.
By making the cream-filled delicacy more accessible, Galbani is inviting shoppers to trade up from standard mozzarella to a premium tier more frequently.
The second tactic revolves around flavour Infusion as a trial trigger. The Mozzarella Basil Infusion represents a rare foray into flavour innovation for fresh mozzarella. By infusing the cheese with natural basil extract, Galbani is simplifying the “Caprese” flavour profile for the consumer.
The goal here is differentiation in a crowded fixture, targeting the “BBQ and Picnic” segment where convenience is king. The logic is it lowers the effort-to-flavour ratio, encouraging trial from shoppers who want an elevated taste without buying additional fresh herbs.
Galbani isn’t just relying on shelf presence. A significant £1.1 million above the line investment is designed to ensure these innovations stick.
These launches are designed to help retailers meet the demand for quality, convenience, and versatility,” says Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland. “Our campaign will play a key role in inspiring shoppers to make Italian cheese part of more everyday meals.”
The strategy is clearly aimed at the premium-seeking shopper first, with a phased rollout across high-end and the big-four supermarkets in the UK.
Galbani is looking at successfully leveraging its “Number 1” status to move the category away from commoditisation.
By focusing on plant-point-friendly profiles and convenience-led formats, they are positioning Italian cheese as a sophisticated solution for the modern, time-poor consumer.
