The FINI Group officially inaugurates a new segment in the refrigerated section with the launch of FINI Le Ricette Integrali, the first line of fresh filled pasta made exclusively with whole-wheat flour and semolina, marking a strategic step in the evolution of the category. The move taps into a structural and growing demand: that of whole-wheat products, already established in numerous grocery segments and perceived as more natural, balanced, and consistent with a contemporary lifestyle.
While whole wheat pasta now represents between 9% and 30% of sales in the most frequently purchased categories, this space has so far been underserved in the fresh filled pasta segment, despite its potential in the out-of-home channel. FINI has therefore chosen to be the first to address a high-value area, effectively creating a new assortment segment and offering retailers a tangible differentiator.
The new range stands out for its exclusive use of wholemeal flour and semolina, a source of fiber, with a rough, porous dough designed to enhance a rustic, authentic flavor, in line with the expectations of consumers increasingly attentive to the quality of ingredients. The 250-gram format, equivalent to two servings, is designed for mainstream consumption to encourage rotation and accessibility, while the stand-up pouch maintains a graphic design consistent with the visuals of other FINI lines, ensuring shelf recognition.
The range includes three strategically placed products to address key customer preferences: Tortellini with Prosciutto Crudo and Parmigiano Reggiano, Ravioli with Meat and Roasted Meat Filling, and Ravioli with Pesto and Potatoes, the latter suitable for vegetarians thanks to the use of cheese with microbial rennet. The selection of fillings is based on rotation and differentiation, aiming to cater to both traditional tastes and emerging consumer needs.
Concept tests conducted with consumers reveal widespread appreciation and the line's perceived "anticipation" within the category, with a declared ability to fit into daily eating routines without sacrificing taste. Particularly significant is the opinion expressed by Millennials and Gen Z, who associate whole grains not only with nutritional benefits but also with greater sustainability and less processing.
Available from March 2026, FINI Le Ricette Integrali represents an opportunity for buyers and category managers to innovate their assortment in a mature segment, generating incremental value and expanding the consumer base for fresh filled pasta. The expansion of the whole wheat segment in the fresh pasta market can help strengthen the appeal of the refrigerated section, encouraging additional purchases and fostering greater premiumization of the category.
