Grupo Gallo grows children’s pasta market by 81%
The magic of Disney has managed to attract excitement to the children’s pasta market, which already accounts for 44% of the Grupo Gallo brand’s growth in 2023.
Gallo said it closed 2023 with very positive figures thanks to the boom in sales of its pasta in the shape of Disney and Disney Pixar characters.
The company’s commitment to the children’s pasta segment has managed to attract Disney’s enthusiasm to consumers, driving an 80.9% growth in the value of this market in 2023 compared to the previous year.
According to data from the auditor Epsilon Technologies, Disney and its characters were searched for 4 million times in Spain, 22% more in 2023 than the previous year.
To take advantage of this opportunity, Gallo launched its children’s pasta in June 2023, following a historic collaboration with Disney that allowed Gallo to obtain the first license in its history for the commercialisation of four new references in the forms of Disney’s Mickey Mouse and Frozen and Disney Pixar’s Cars and Nemo.
This initiative has allowed Gallo to capture 300,000 consumers in the children’s pasta segment, many of whom come from the MDD, according to Kantar data. In fact, the company closed last year surpassing the private label in value, reaching a 56.6% market share.
Júlia Sala, marketing manager of Grupo Gallo, highlights the importance of this project in the company’s R+D strategy and says for 75 years, Gallo has been able to build consumer loyalty and position itself as a benchmark in the pasta market.
“One of our challenges today is to continue to make the new generations fall in love, and that is why we are committed to innovation as a philosophy that allows us to develop new products that captivate both young people and young people of spirit,” Sala adds.
“This project is the result of innovation, an intrinsic value in our DNA that allows us to be a relevant brand for the families of yesterday, today and tomorrow. Without innovation, you don’t mobilise the consumer, which is why this is a value present in all Grupo Gallo launches.”
Pastas Gallo said it developed the project in record time. Ambitious campaigns have been launched both on digital and television, and Gallo even organised a presentation event at its factory in El Carpio with the children of this municipality in Cordoba.
Gallo believes this children’s pasta has managed to bring excitement to the dishes of the little ones, but it has also managed to attract adults.
The project says it has exciting news for 2024.
