Supermarket Perimeter - September 2021 - 36

Deli: Italian specialty meats
Currently, the company is also working on expanding lines with
new product pairings and developing new ideas for different eating
occasions.
Volpi, meanwhile, most recently added a Jamon Serrano to the
company's lineup. The Spanish-style cured ham is aged over 12
months and possesses a unique nutty, woody flavor. Jamon Serrano
complements the company's popular Spanish-style Chorizo and
enables Volpi to deliver new flavors from around the world, right to
shoppers' tables.
Depke pointed out that Volpi's specialty meats go well with cheeses
and breadsticks, can be tossed on a salad, or eaten on their own as
snack. Product usage, she said, tends to be a key differentiator between
demographics.
" Gen Z is seeking affordable luxuries and are increasingly turning to
Roltini Singles for a snack or Volpi Small Bites to build their own microcharcuterie
board, " Depke said. " The lower price point makes these
items more attainable and satisfies their craving for specialty foods
without breaking the bank. "
Meanwhile, Depke noted that millennial and Gen X consumers are
St. Louis-based Volpi is also witnessing the rise in popularity of
the Italian specialty meats category. In the last year, the company has
doubled the pace of overall category growth.
Volpi reported seeing tremendous success within the company's
entertainment packs such as the Mild Trio 6-ounce, as well as ingredient
pack items like Volpi's Chopped Pancetta.
" The rise in home-cooking has accelerated adoption of specialty meats
in new households and Volpi is focused on harnessing that momentum
and developing items that resonate with future consumers, " said Deanna
Depke, marketing manager for Volpi. " Convenience is key - whether that
looks like easy-to-use ingredient packs or small format, affordable snacks,
we are focused on creating items that easily fit into consumers' lives. "
A variety of uses for all ages
One of the key benefits of the Italian specialty meats category is its
versatility, Bigi said. They can be enjoyed at any time of day from
breakfast to lunch or used in a creative way on a charcuterie board.
Bigi noted that simple pairings like cheese, crackers or other gourmet
specialties allow the meat's complex flavors to stand out and provide
customers with the best enjoyment and appreciation.
In Italy, charcuterie is often eaten as a snack, which inspired Veroni's
newest line.
" We have recently launched a new line inspired by the Italian
'merenda' that combine salami with breadsticks and dry fruit - a
balanced, rich in flavor snack to enjoy at school, in the office and while
strolling around the city, " Bigi said. " In the past, charcuterie was deemed
more of an exclusive food. Now, it appeals to all demographics. "
The line includes four pairing options that come in practical and
easy-to-open packaging to enhance break times.
Imported Italian mild salami paired with Provolone cheese and
breadsticks is the simplest pairing variant of the brand-new line, while
the hot spicy version with salame Calabrese is designed for those
who love the intense spicy flavors. The other two options with dried
fruits include imported Italian salame, Provolone cheese and dried
cranberries or dried apricots.
36 - SEPTEMBER 2021
primarily interested in Volpi's larger format offerings at club stores and
traditional grocery retailers where they can shop for the whole family.
She recommended that retailers segment sets and product offerings
based on shopper behavior.
Highlight flavor and quality with merchandising
While Volpi works directly with its retail customers to analyze purchase
drivers and map out the shopper journey within their stores to identify
solutions that maximize revenue and create a more tailored shopping
experience, cross-merchandising is almost always a must, Depke said.
" Working synergistically with dairy, bakery and beverage leaders will
drive basket size and ultimately enhance the shopper journey, " she said.
" [Retailers can also] test out different promotions and merchandising
initiatives that are seasonally relevant. These items are also perfect to
integrate into digital marketing communications as we approach the
holidays. "
To help its retail customers best reach shoppers, Volpi not only
designs comprehensive retail support elements rooted in consumer
behavior, but also designs merchandising collateral, associate training
and customized program support to meet shoppers where they are.
Bigi added that cross merchandising or promoting with cheeses,
breads, crackers, olives and other like products inspires ideas at the
point of purchase.
Meanwhile, product description and pairing signage that showcases
the product's country of origin and highlights new and unique items
is especially impactful, as are recipe cards. And information on how
to build a charcuterie board and sampling have also always been sales
drivers for Italian specialty meats.
Veroni aims to offer their clients the products they look for, and
Bigi said the company is open and willing to share its knowhow and
recommendations about the best ways to present and market products.
" Retailers should be aware that authentic Italian specialty meats imply
quality, flavor, authenticity, and craftsmanship, " Bigi said. " These aspects
make the difference when it comes to Italian charcuterie and should be
well flagged to their customers. "
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