Inalpi takes an important step in the specific area of brand communication with the creation of a multi-channel campaign that will develop along two main lines: the point of sale and the online channel and which will have as its object the Mascarpone Dairies Inalpi – new for 2025 – and the Clarified Butter from Inalpi Dairies – product hero of the Cuneo brand.
Mascarpone Latterie Inalpi – One of the company's main innovations for 2025, it presents itself as a precious ally for the upcoming holidays, confirming the central role this ingredient plays not only in the Italian confectionery tradition but also in contemporary creative cuisine. Thanks to its soft, creamy, and enveloping texture, Mascarpone Dairies Inalpi becomes a true protagonist in both sweet and savory recipes, adapting to classic preparations such as tiramisu, cheesecake, creams and semifreddo, or offering new inspiration for refined appetizers, stuffed pasta, sauces and second courses. The launch of the Mascarpone Dairies Inalpi It is part of a sector with a sell-out of 112 million euros, with a positive trend of +8,9% in value and +0,2% in volume.
Il Clarified or Anhydrous Butter from Inalpi Dairies It is suitable for professional or home use, offering excellent characteristics in pastry making, confectionery, and for frying or high-temperature cooking. By its very nature, it is an ingredient that "doesn't burn"—thanks to a high smoke point—and enhances the recipes of chefs or simply essential and delicious gourmets. Clarified Butter from Inalpi Dairies Over the past 12 months, Inalpi has recorded a positive trend, especially in the confectionery, bakery, chocolate, and ice cream sectors, becoming a leading reference and making Inalpi the ideal partner for large confectionery and chocolate companies as well as for artisans, gourmet cuisine, and small businesses, all united by the desire to use high-quality raw materials.
The digital campaign, focusing on the two products, is already active on highly visible platforms such as Gambero Rosso Channel and YouTube. It stands out thanks to two different commercials created entirely with Artificial Intelligence technology, pioneering a modern and engaging language capable of communicating in an immediate and innovative way. The central message of each commercial focuses on promoting the two Latterie Inalpi-branded products. As everyday allies in the kitchen, versatile ingredients that make every consumer's recipes richer, tastier, and more surprising. The digital campaign, however, won't end in 2025; it is already planned to extend into 2026 on major streaming platforms.
The second director, of the communication campaign Inalpi Dairies, is instead represented by the planning of a structured presence at the point of sale.
In order to consolidate its position on the market, the company is focusing on Clarified Butter as a hero product, transforming it into the strategic hub for enhancing and strengthening the entire butter line. Thanks to growing consumer interest in more versatile products suitable for different uses in the kitchen, the Clarified Butter Inalpi Dairies It becomes the vehicle for increasing the range's recognition and fostering a stronger positioning within retail outlets. The goal is therefore to extend the butter line's presence nationwide, building a coherent, visible offering that appeals to a customer increasingly attentive to product quality and functionality.
il Mascarpone Dairies Inalpi It was presented in two different formats specifically designed to meet the different needs of consumers: the 500g package, designed for families, cooking enthusiasts, and anyone who wants a generous amount for more elaborate preparations; and a practical, waste-free 250g version, ideal for quick recipes, single portions, or for those who don't need large quantities but still want a quality product. This dual offering addresses the growing need among consumers to choose packaging that best suits their eating habits, avoiding waste and ensuring more informed consumption. The POS communication strategy therefore aims to boost product visibility in stores and increase sell-out.
The initiative's main driver is a price reduction, applied in such a way as to be fully passed on to the consumer. The promotion applies to all packaging variants, made instantly recognizable thanks to a dedicated sticker designed to highlight the offer directly on the shelf.
Promotion activities for Latterie Inalpi's Clarified Butter and Mascarpone will continue until mid-2026, until the end of May. Once this phase is complete, the strategy focuses on a competitive promotional offering, supported by dedicated canvases, designed to secure and maintain a stable shelf position.
