MadeIT’s mission is to communicate Italian style, which is also represented in the pay-off “Le meilleur de l’ITalimentaire”. A manifesto that, along with last year’s rebranding, is even more defined and drives every corporate strategy.

“The rebranding was an important task for our company,” says MadeIT General Manager Elena Cavallo.“We have developed a kind of ‘internal compass’ that guides us in the right direction, for example when it comes to establishing new partnerships with new suppliers. We are not looking necessarily for top Italian brands, but companies that know how to communicate the Italian lifestyle abroad.”

Elena Cavallo, General Manager MadeIT

INTRODUCING THE AMBIENT PINSA ON FRENCH SHELVES

True to this policy, the company has entered into new partnerships with Italian manufacturers over the past year to further expand its own-brand offerings.

“The big news in 2023 was the introduction of the pinsa for the shelf stable. A launch that was very well received, even above our expectations”, Elena Cavallo continues. The launch of the pinsa ambient under the Ciro brand (MadeIT’s private label) is part of the trend of the apéritif dînatoire, the apericena. This is a trend that was consolidated and evolved strongly in France during the pandemic and continues to grow today. So much so that MadeIT, in recent years, has developed a wide range of products in line with this trend and moment of consumption, which have been promoted in store with the claim “Voyage en Italie”.

“Within the stores, we create dedicated areas, where we offer a range of products suitable for aperitifs. In this promotional aisle we find breadsticks, taralli, savoury biscuits, sauces and pestos, pickles, olives, prosecco and spritz and, of course, the aperitif breads: bruschetta, piadina and, from today, pinsa. We are the first in France to propose it for the ambient shelf and we have already included it in all the assortments of the