Farchioni is expanding its offering in the extra virgin olive oil market with the launch of Drippo, a new brand aimed at appealing to a younger generation of consumers through contemporary language, an innovative format, and a more user-friendly experience. The project is aimed specifically at Gen Z consumers and young adults, aiming to introduce them to the world of EVOO without sacrificing the quality that has always distinguished the Umbrian company.
The most distinctive element of the new line is the squeeze bottle, designed to allow for precise product dosing, limit waste, and simplify everyday use, both in the kitchen and on the go. This solution is complemented by packaging made entirely of recycled plastic, in line with the group's sustainability journey.
The range includes Drippo Favolosa, made from 100% Italian Favolosa olives; Drippo Cooking, designed for everyday cooking; and a series of condiments flavored with truffle, chili pepper, lemon, and garlic. The goal is to expand the opportunities for consuming extra virgin olive oil, encouraging experimentation and creativity in the kitchen.
The project will also be supported by a dedicated e-commerce platform and a digital ecosystem built around social media, with editorial content and initiatives aimed at the brand's community.
"We haven't changed the oil, but rather the approach to extra virgin olive oil," explains Giampaolo Farchioni, sales director of Farchioni Olii. "We've developed a project capable of engaging with new consumers and new uses, while keeping product quality and the credibility of our brand at the forefront."
The launch is also based on qualitative research conducted by Nielsen for Farchioni, through focus groups with consumers between 25 and 40 years old. The study highlighted a growing demand for convenience, ease of use, and communication methods more in tune with the languages of the new generations, while also confirming the value of the Farchioni brand as a guarantee of quality.
The new brand's identity was developed by the DUDE agency, which worked on an image that would appeal to young people while maintaining a connection to the traditional values of Italian extra virgin olive oil.
With this initiative, Farchioni, a company founded in 1780 and now present in 47 countries with a turnover of approximately 160 million euros, aims to renew the language of EVO oil and broaden its target audience, leveraging product innovation, sustainability, and digital communication.
