Buitoni is the umbrella for an extensive range of Italian foods owned by Nestlé since 1988. Best-known for its dry pasta, the range also extends in some countries to fresh pasta as well as sauces, cheese, frozen meals and pizzas. Once one of Nestle's key global brands, it has now effectively been discontinued in some markets (including the UK) to allow the group to concentrate on other products. However, it remains a key brand in Italy, Germany, and until recently the US. In Italy, the range is truly vast, extending to a selection of frozen and prepared meals, and even crackers and crispbreads. The brand competes fiercely in its home country, as well as other European territories, with Barilla, which is the world's leading pasta maker. Germany is another key market. Buitoni has been Germany's leading pasta brand since 2000, although it now falls under the umbrella of the Maggi brand family. In the US, Buitoni is the market share leader in the small but significant refrigerated fresh pasta segment. However, Nestlé took the decision to sell that business in 2020 to private equity firm Brynwood Partners. The newly formed Buitoni Food Company will acquire a long-term license to market the brand, which is retained by Nestlé in all other markets.
Capsule checked 9th June 2020
Adbrands Daily Update 9th Jun 2020: In a further adjustment to its US portfolio, Nestlé agreed to sell its Buitoni pasta business in North America to private equity fund Brynwood Partners. The unit will operates as a separate entity in the US and Canada under the name of The Buitoni Food Company. Terms were not disclosed, but sales of the business being transferred were $130m, and sources said the deal valued the company at $115m. The US range comprises a collection of chilled fresh filled and plain pasta and sauces.
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