Risotto brand hits the festival trail as it pushes its quality for a convenience age message
THE worst harvest since 2004 pushed up the cost price of risotto rice, but manufacturer Riso Gallo says it is trying to deliver value for regular consumers with price promotions.
Managing director of Riso Gallo UK Jason Morrison said: “Our strategy has been to reward existing loyal consumers with frequent price promotions which, unlike multibuys, allow consumers the option of buying a single item, making their budget go further.
“This has the added benefit of enticing new consumers into the category.”
Quoting IRI figures, Morrison said Riso Gallo is the leading brand in the risotto market with a 21% share.
He underlined the importance of new product development to keep the category buoyant.
Recent introductions from Riso Gallo include the microwave Risotto Box, a creamy risotto in street food style packaging, which cooks in 90 seconds.
Morrison said that having identified a demand for a gluten-free pasta that was of the same quality as wheat pasta, Riso Gallo’s knowledge of rice allowed it to create Pasta 3 Cereali, using a blend of rice, maize and buckwheat flours.
He said: “The pasta was awarded Best Gluten Free Pasta in the 2013 Free From Awards ambient category.”
And the brand has been taking to the road at its Risotto2Go tent at festivals and sporting events across the UK this summer including T in the Park and the Loch Ness Marathon.