Case Study: Nestlé grows Buitoni US revenue three-fold with Vivaldi

Cooking Up A Brand Refresh For Nestle’s Top Pasta Brand

Nestlé’s Buitoni brand turned to Vivaldi for a US brand refresh and in-store merchandising strategy. The challenge was low consumer awareness, limited visibility in the refrigerated aisle, higher price perceptions, and a belief that chilled pasta was more complicated than dry pasta.

Vivaldi responded by repositioning Buitoni beyond pasta with the brand platform “The Joy of Good Food,” supported by three growth platforms across new products, packaging, and innovation, plus a new “Come to the Table” merchandising concept. Vivaldi’s work helped Buitoni connect more strongly with shoppers and led to three-fold growth in US revenue over five years.

Nestlé

Brigid Gilmore

Director of Marketing