Frullà strengthens its positioning in the premium fruit pulp and geographical indication segment by presenting the new Emilia-Romagna PGI Pear line, developed in collaboration with the protection consortium, with the aim of promoting one of the country's most representative fruit and vegetable excellences and of intercepting a demand increasingly oriented towards certified, traceable products that are consistent with the values of the supply chain.
The initiative is part of a highly significant regional context: Emilia-Romagna holds the national record for the number of PDO and PGI productions – 44 – and represents the heart of Italian pear growing, accounting for over 70% of national production thanks to a distinctive mix of favorable soil and climate conditions and consolidated agronomic expertise.
From this heritage comes a range that aims to bring the value of certified origin to the shelf, offering 100% Emilia-Romagna PGI pear pulp, with no added sugars or preservatives, in line with the clean label positioning that characterizes the entire Frullà offering and which today represents a key competitive driver in large-scale retail trade.
The new line comes in three complementary formats, designed to address different consumption situations and distribution channels: the resealable 100-gram Doypack, focused on on-the-go and out-of-home consumption; the 2x100-gram cluster, designed for stockpiling and convenience; and the single 100-gram tub, a long-standing product on the market for over ten years and consolidated thanks to the long-standing collaboration with the Consortium.
From a strategic perspective, the operation consolidates the link between the brand industry and the consortium system, strengthening a co-branding model that leverages geographical indication as a lever for differentiation and shelf-premiumization in a sector—that of fruit purees and pulps—characterized by increasing competitive pressure and a strong focus on price.
Recognized as a PGI (Protected Geographical Indication) in 1998, the Emilia-Romagna Pear was among the first Italian fruits to obtain European certification. Today, the Consortium protects eight varieties and promotes a structured supply chain that guarantees origin, quality, and traceability, factors that are increasingly central to Italian families' purchasing decisions.
For modern retailers, the new line represents an opportunity to expand their value assortment, leveraging a product with a strong local identity, simple ingredients, and easily communicated claims on the shelf, capable of appealing to both the family target and the consumer attentive to natural products.
With this expansion, Frullà confirms a growth strategy based on the promotion of certified excellence, format innovation, and structured dialogue with protection consortia, strengthening its position in the segment of 100% fruit pulps with a high level of service and distinctiveness.
