RAGAZZI Mozzarella Pearls and Parmigiano Reggiano Pasta

The Ragazzi brand makes its debut in Spar stores across the south west this month

Futura Foods has launched a new range of Italian cheese, called Ragazzi, into the convenience channel.

The Mediterranean dairy specialist’s new brand includes DOP Parmigiano Reggiano lines in both wedge and grated formats, a mozzarella ball and bite-sized pearls, as well as a classic hard cheese shaker. 

The Ragazzi brand, named after the Italian phrase which is similar to “hey guys”, makes its debut in Spar stores across the south west this month.

The brand’s key focus was on sourcing premium Italian classics from carefully selected partner dairies and providing them to consumers in convenient and accessible formats, Futura said.

According to the Parmigiano Reggiano Consortium, Brits consumed over 150,000 wheels of the cheese through 2021, and UK sales were up a further 7.3% in the first quarter of this year, which the brand cited as a standout reason why now was “the perfect opportunity” for retailers to expand their offering.

“Ragazzi now gives consumers a fantastic option on the shelves,” said Rhian Kinman, senior marketing manager for Futura Foods. “It is perfectly positioned between the market leading brand and own label, in ideal formats for convenience.”

The brand has supported the launch with influencer-backed social media campaigns to show consumers product usage and mealtime inspiration.

Futura Foods is best known for its Greek & Cypriot cheese brand Yamas. It sold its Welsh cheese business, based in Gwynedd, to Joseph Heler last month.