Gallo Fresh Pasta
Gallo Fresh Pasta
Pastas Gallo is market leader in Spain for dry pasta (35% in value), but not for fresh pasta, a strategic segment that is growing (+7,5% vs LY), and the engine of which is stuffed pasta.
The market for fresh pasta has two segments:
- Adults: who look for more sophisticated recipes
- Family: with more universal ingredients for the whole family
Gallo’s current black pack recalls a more distant gourmet product, as the design pivots around the main ingredient.
The challenge:
Restyle of the fresh pasta range
- Differentiate the family and adult ranges
- Be the Spanish alternative for fresh pasta
- To transmit appetite appeal, without being premium