Italian premium private label brand Il Viaggiator Goloso achieved 50.4% annual sales growth in 2018, ending the year with a turnover of €150.7 million.
According to Mario Gasbarrino, managing director of retailer Unes/U2 Supermercato, which operates the brand, Il Viaggiator Goloso also increased its market share in the period, from 12.1% in 2017 to 16.9% in 2018.
The growth in recent years has been consistent: turnover in 2015 amounted to €44.3 million, rising to €58.5 million in 2016 and €100.2 million in 2017, before reaching more than €150 million last year.
Last year also saw the launch of the first Il Viaggiator Goloso-branded SKU in the fresh fruit and vegetable segment: the Ippolito orange, which is sold in a package of four units.
The private label assortment is available in all U2 Supermercato stores, convenience outlets, in 'Iper, La grande I' hypermarkets, as well as in the four branded Il Viaggiator Goloso stores in Milan and surrounding areas.
Seasonal Store
During the Christmas period, a temporary shop was opened in Milan, from 1 to 24 December, where it was possible to buy festiveIl Viaggiator Goloso products such as panettone, pandoro, chocolate, Christmas sweets, dried fruit, gift baskets, wines and more. Over 8,000 festive panettone cakes were sold during this period.
The latest arrival in the Il Viaggiator Goloso assortment is a frozen pizza line consisting of three SKUs.
Unes/U2 Supermercato launched Il Viaggiator Goloso in 2010 with the goal of creating an accessible premium brand with both food and non-food products that offers high quality at a reasonable price.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.
