Fileni has updated its Mini Chicken Roll, introducing a new recipe and updated graphics to enhance the product's recognition on supermarket shelves. Available from October 12th, the product focuses on tenderness, juiciness, and ease of preparation, meeting the needs of consumers seeking simple and versatile cooking solutions.
The main innovation concerns the composition of the Mini Rollé, made exclusively with chicken meat and subjected to a churning process, during which it is treated with an aromatic brine that allows for even distribution of the seasoning and improves the tenderness of the meat. Another distinctive feature is the thin skin that envelops the product, helping to preserve its natural juiciness during storage and cooking and facilitating the subsequent removal of the net.
The Mini Rollè also maintains its gluten-free formula, making it suitable for consumers with celiac disease or intolerances. The redesign also includes the packaging, which has been redesigned to highlight the product's characteristics and enhance its positioning in the meat counter. The label includes information regarding the use of 100% Italian chicken, raised without antibiotics and slow-growing, as well as compliance with the European Chicken Commitment criteria. The option for air frying and the words "New recipe" are also highlighted.
In terms of packaging, Fileni offers a 600-gram pack for retail and a 2,4-kilogram family version, thus expanding the range of options for different consumption occasions.
To support the commercial relaunch, the company has planned a retail media campaign using DOOH (Digital Out of Home) digital displays, which will run from October 18th to November 7th in 29 Italian shopping malls, involving a total of 582 advertising panels. The initiative aims to increase product visibility and communicate the characteristics of the new formulation directly to consumers.
Founded in 1965 by Giovanni Fileni and headquartered in Cingoli, in the province of Macerata, the company is one of Italy's leading poultry operators. The Fileni Group, which reported a turnover of €680 million in 2025, operates through the Fileni, Fileni BIO, and Club dei Galli brands, distributed through large-scale retail trade, traditional retail, and the Ho.Re.Ca. (Hospitality) sector. The Fileni Platform also includes Carnj, a company specializing in processing, slaughtering, and packaging.
