Galbani, the number 1 branded Mozzarella in the UK, is driving further growth in the category with the launch of two new products designed to drive premiumisation and unlock new usage occasions. Together, the launches bring added convenience and product differentiation, giving retailers new ways to drive trial, and broaden appeal beyond more traditional occasions.
Rolling out from April, Galbani Burrata Minis and Galbani Mozzarella Basil Infusion expand the brand’s presence in the chilled cheese fixture. Combining format innovation with elevated flavour, particularly within Italian cuisine, the launches aim to add interest to the category and recruit new shoppers.
Galbani Burrata Minis (6 x 30g) bring a new format to the growing burrata segment, offering bite-sized portions of mozzarella filled with cream – ideal for dishes such as salads and pasta, as well as summer entertaining. Made in Italy, they deliver a rich yet delicate flavour and gives shoppers a more accessible way to enjoy burrata in smaller portions, without compromising on quality or creating waste.
Bringing flavour innovation to the fresh mozzarella category, Galbani Mozzarella Basil Infusion is infused with natural basil extract. It delivers a subtle twist on Galbani’s classic mozzarella, aimed at encouraging trial and adding interest to everyday meals such as salads, pizzas and pasta dishes, while tapping into summer occasions including barbecues and alfresco dining.
Alongside the new launches, Galbani is investing £1.1 million in a major ATL campaign spanning Channel 4 sponsorship from April through to early November, supported by a TV burst running from May to July and 12 influencer-led recipe videos across social platforms. The activity is designed to build brand awareness, heroing key products including mozzarella, burrata and Dolcelatte ®, while reinforcing Galbani’s credentials in authentic Italian cheese.
Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland, said: “This represents a significant investment in Galbani in the UK, supporting continued brand growth through TV advertising and the launch of two innovative products designed to expand usage and drive premiumisation within the category.
“We’re seeing strong demand for products that combine quality, convenience and versatility, and these launches are designed to help retailers meet that need while unlocking more occasions for Italian cheese. Our ATL campaign will also play a key role in building brand awareness and inspiring shoppers to make Italian cheese part of more everyday meals.”
The campaign is expected to reach of 77.4% of ABC1 adults aged 35 – 65, with an average frequency of 16.3, targeting food-engaged shoppers who enjoy cooking and entertaining at home.
Galbani Burrata Minis (6 x 30g, RSP £3.25 / promo £2.70) launch in Waitrose from 22 April, followed by Tesco from 26 May, while Mozzarella Basil Infusion (RSP £1.95 / promo £1.25) launches in Waitrose from 22 April.
With over 140 years of expertise, Galbani remains Italy’s most trusted cheese brand, bringing authentic Italian quality to UK shoppers and continuing to invest in category growth.
