Atlante
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Atlante brings made in Italy excellence to the UK with the launch of Vitto
3 October 2024
Atlante, a leading company in the distribution of made in Italy food products, has consolidated a unique position in the UK market over time. Thanks to its deep experience and understanding of the British market and the world of large-scale organized distribution, Atlante is the ideal partner for both private labels and commercial brands. Now, the company is ready to introduce one of its most innovative brands to the UK: VITTO.
The launch of Vitto in the UK follows its success in other international markets, including Japan, where the brand has made a name for itself with its Vittofood JP sauce line. Today, the product range is ready to captivate British consumers, adding a splash of Italian color and flavor to their tables. With Vitto, the best of Italian cuisine becomes accessible, offering options for every occasion, from everyday meals to special moments.
Vitto represents the perfect fusion of the beauty and appeal of a commercial brand with the value of a private label, offering a range of made in Italy food products designed for those who want to bring flavor and authenticity to their everyday meals. Atlante reaffirms its commitment to bringing the excellence of made in Italy to global markets, meeting the needs of those who seek quality, style, and originality in their food purchases.
La missione ed i valori di Vitto
Vitto ha la missione di portare deliziosi e convenienti prodotti alimentari made in Italy nelle dispense delle cucine britanniche, dando al Regno Unito la possibilità e l’ispirazione per cucinare e mangiare come gli italiani senza troppo impegno. Vitto è una combinazione di ingredienti e ricette tradizionali italiane, con le più recenti innovazioni nei prodotti alimentari, più adatte agli stili di vita e ai ritmi moderni.
The mission and values of Vitto
Vitto’s mission is to bring delicious and affordable made in Italy food products to the kitchens of British households, giving the UK the opportunity and inspiration to cook and eat like Italians with minimal effort. Vitto is a combination of traditional Italian ingredients and recipes with the latest food innovations, perfectly suited to modern lifestyles and rhythms.
The values behind the Vitto brand:
Pleasure: Vitto is the expression of Italian passion and zest for food (and life). From its vibrant packaging to its unique flavors, every part of Vitto inspires the joy of good food and creativity in the kitchen, encouraging you to express your Italian side through the love of food.
Community: The ‘power of the table’ and the importance of community. Vitto brings the Italian way of eating to the UK, gathering loved ones together, uniting people to share delicious food and precious moments.
Italian: At the heart of everything we do is the celebration of Italy in all its forms. The Vitto range is inspired by the finest ingredients, cuisine, and Italian culture, bringing an authentic taste of the Mediterranean to the UK.
Why is Vitto different?
The Atlante UK team is thrilled to introduce this product to retailers looking to refresh their pasta and sauce selections. It stands out among competitors by embodying the vibrancy, passion, and zeal of Italian culture, people, and food. Vitto doesn’t take itself too seriously and believes that food should be simple, fun, delicious, and an opportunity to bring loved ones together.
Inspired by traditional and authentic Italian recipes, with ingredients and production entirely based in Italy, and a beautiful, eye-catching brand, Vitto is unlike anything else on the market. The perfect combination of convenience, aesthetics, flavor, and ingredients makes Vitto the easiest way for Britons to express their Italian side.
Laura La Delfa, Sales and Business Development Manager for the UK, commented: “Vitto is entering a well-established category, that of pasta and sauces, among big brands and much-loved products, but we are confident that the quality and beauty of the product will entice customers to give Vitto a try!”
The launch of the Vitto range
With the launch of a delicious range of pasta formats, made from tasty durum wheat grown and harvested in Italy, paired with one of the vibrant and flavorful tomato sauces from the line, the comforting experience of a plate of Vitto pasta and sauce is set to become a favorite on family tables across the UK.
But this is just the beginning. The Vitto range will soon expand to include other essential Italian pantry products, such as olive oil and tomato-based items, capturing the true essence of Italian cuisine.
UK Marketing Manager Emma Taylor states: “The effort of the entire team to prepare Vitto for the UK has been phenomenal, and I believe it’s clear that the hard work has paid off. We can’t wait to see Vitto bring color to pasta and sauce shelves in the near future.”
Support and marketing plans
The launch is marked by a stunning and exciting new website, where you can learn more about the brand, its current and upcoming products, and how to become a retailer. Visit the site by clicking here: Vitto | In love with food – It’s easy to express your Italian side! (vittofood.co.uk).
Vitto’s social channels have just launched with the aim not only to share product announcements but to create an online community to share images and insights on all things Italian, from language, culture, and food, to even hand gestures!
In conclusion, Vitto’s entry into the UK market is set to revitalize the pasta and pasta sauce categories, offering a unique combination of authentic Italian quality and modern convenience. With its focus on vibrant branding, pleasure, and a sense of community, Vitto stands out as a brand that not only provides delicious and accessible Italian products but also embodies the passion and joy of Italian cooking. Supported by Atlante’s expertise and a commitment to authentic ingredients and recipes, Vitto aims to inspire British families to embrace Italian cuisine in a simple and enjoyable way. With the addition of other key pantry staples and a robust marketing strategy, Vitto is poised to become a household name across the UK.