Convenience Foods - Italy - May 2009
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Italian sales of selected convenience foods have been growing over the review period. Chilled ready meals registered double-digit growth and chilled soup was the star performer, with sales rising by 200% between 2006 and 2008.
Italians perceive chilled preparations to be of higher quality than frozen food as chilled is associated with freshness. This is to the detriment of the frozen sector where frozen ready meals have lost ground. To counter this trend, leading player Findus tried to reposition its brand by emphasising the quality of its ingredients rather than pushing the convenience proposition.
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