Dec. 24 – Italian tomate in the UK reaches new peaks of success, thanks to peeled and pulp products: in just one year, Cirio’s share of sales recorded record a + 32% growth, becoming the best performing brand in the category of preserves. “It’s all about a business strategy that in the last four years looked at brand promotion – says Cesare Concilio, Director of Foreign Trade for Conserve Italia – even in a market like the UK, where the private label still holds a share of 63%. But something is changing – continues Concilio – and in recent months Cirio’s growth goes to show how British consumers have come to know and appreciate the brand. Today, Cirio’s market share in British retail chains is equal to 5.7% and it’s the second brand of tomato ever, behind only Napolina, owned by Princes Ltd.”
