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Kionas Lactose-Free Feta: the authentic taste of Greece in an inclusive offer for modern retail

31 March 2025

The feta market in Italy continues to show strong growth, with a +14% increase in value and +17.4% in volume compared to the previous year (Nielsen data, December 2024). A trend that confirms consumers’ growing interest in authentic flavours and versatility in the kitchen.

In this context of expansion, Atlante – a strategic partner of Italian modern retail for the development of emerging categories – has enriched its Kionas brand range with Lactose-Free PDO Feta, a product designed to meet evolving dietary needs without compromising on quality or the taste of Greek tradition.

A lactose-free PDO Feta that blends tradition and innovation

Kionas Lactose-Free Feta is made in Greece, produced directly in the country using sheep’s and goat’s milk from selected local farms. Thanks to its PDO certification, the product guarantees not only controlled origin but also compliance with traditional production methods, preserving the firm texture and bold flavour that make feta a staple of Mediterranean cuisine.

This commitment to supply chain quality is an integral part of Atlante’s philosophy in selecting each Kionas product. From the choice of raw materials to production, every step is monitored to ensure full compliance with PDO standards and constant control throughout the supply chain.

Atlante also highlights this approach in its dedicated feature on PDO feta quality, underlining how tradition and origin guarantee are the pillars of the value the brand brings to shelves.

Designed to broaden the category with a more inclusive offer, Kionas Lactose-Free Feta meets the needs of consumers who, due to intolerance or preference, are looking for lighter alternatives without giving up authenticity. A solution that allows buyers to offer a high-quality product that aligns with new dietary sensitivities, enriching the assortment with a modern, versatile and increasingly requested option.

The Lactose-Free Feta is part of a wider range of Greek specialities selected by Atlante, including cheeses, traditional yoghurts, and other Mediterranean delicacies – all chosen with the same attention to quality and origin., including cheeses, traditional yoghurts, and other Mediterranean delicacies – all chosen with the same attention to quality and origin. A complete offer that enables buyers to build a coherent category, capable of responding to the growing interest in authentic Greek cuisine.

From shelf to community: Atlante’s strategy for launching Kionas Lactose-Free Feta

To support the arrival of Kionas Lactose-Free Feta on shelves, Atlante has launched a structured digital campaign, combining targeted seeding, social media, and advertising.

Starting from October 2023, a selected group of micro and content creators were involved in a personalised unboxing activity, designed to highlight the product and turn the experience of receiving it into a memorable moment.

Every aspect of the campaign – from the graphic design of the boxes to editorial content and social media creatives – was developed by Atlante’s marketing team, in a synergistic effort combining visual care, content strategy, and attention to digital trends. The quality of materials, together with a careful selection of profiles, ensured authenticity and alignment with the Kionas positioning, strengthening the perception of the brand as a symbol of authentic tradition and inclusive innovation.

The campaign achieved concrete results: over 25 influencers involved, more than 40 pieces of content created, and a potential reach of 180,000 people. On top of this, 16 million impressions were generated across the entire Kionas digital ecosystem.

A team effort in which Atlante’s marketing team combined strategic, creative and digital skills to support in-store sales and position lactose-free feta as a key reference in Atlante’s Greek specialities portfolio.

Kionas: the benchmark for Greek specialities in modern retail, between tradition and innovation

With the introduction of Lactose-Free Feta and more innovations already in development for 2025, Kionas confirms its position as a reference brand in the Greek specialities category for modern retail.

A path of growth rooted in loyalty to traditional recipes, enhancing authentic ingredients and techniques, and constantly evolving to respond to new dietary sensitivities and emerging trends.

This ability to interpret the market and adapt the offer is at the heart of Atlante’s vision for the future of Greek specialities: a balance between respect for heritage and the desire to make Mediterranean cuisine increasingly inclusive and contemporary.

An evolution already underway with the first previews of Atlante’s 2025 innovations, which will introduce new products that combine authentic flavour with concrete responses to changing food habits.