Bellissimo Unveils New Branding

By Peter Thor, President, Bellissimo Foods

In this, Bellissimo’s 25th year, we’re embarking on a growth challenge, symbolized initially by refreshing our brand logo, making it more contemporary. Our business has grown significantly in recent years, as we’re transforming our products and organization to compete effectively in the foodservice industry going forward.

The “Brand Refresh” as it has become known, will eventually encompass our entire product line. Beginning in September, the complete transformation will take about 12 months. The roll-out will be coordinated with distributor partners and phased by product category, e.g. appetizers, spices, cheeses, meats, and sauces. As part of the refresh, our packaging will be updated to make product numbers stand out and include the latest ingredient statements and nutritional information. The visible changes in packaging will be mirrored in our operations with website, social media, product information sheets, truck displays, and business signage.

This bold and public action symbolizes our energy and dedication to reach for opportunities we see ahead, while preserving our brand promise and commitment to our distributors and independent restaurateurs we serve. Often touted as “America’s favorite food”, the pizza industry is changing at a pace never seen before. By any measure the pizza industry is huge, totaling more than $40 billion in sales and comprising more than 67,000 restaurants. On the supply side, domestic and international manufacturers and brokers are consolidating to become more efficient, while regulations and logistics are becoming more complex. Consumer preferences are changing too, with competing ethnic and style offerings, and generational preferences for online service and delivery.

Bellissimo branded products are exclusively distributed nationally by the best specialty distributors in the USA to more than 30,000 restaurants. Restaurateurs benefit from the buying power of our national network combined with the expertise and superior service of Bellissimo Foods authorized distributors (“BFC”). We pride ourselves on providing authentic, quality ingredients which enable restaurateurs to offer superior menu choices.

It is important to note that these visible changes are a reflection of our commitment to our customers to provide only the best authentic Italian and Mediterranean style products. The quality you depend on will not change, only the packaging around them.
This, however, is just the proverbial “tip of the iceberg”. Bellissimo Foods is moving forward rapidly in many other ways as we continue to build our national brands “Bellissimo” and “Vantaggio”. With respect to products and packaging, a complete review of products and categories will yield more consistent performance and quality across our range. For example, some of the products that were created years ago under our brand may be discontinued if they are found to be inconsistent with our brand promise. The “Bellissimo” brand promise across all food categories is to offer quality, consistency, and food safety at a smart price; in short, great product at a price the operator can afford. Vantaggio is our premium domestic cheese brand, offering best performance at a reasonable price. Both brands have been successful earning the trust of thousands of operators across the country.

In addition, network efficiency and logistics are keys to future success. Going forward, BFC will be partnering ever more closely with our distributors and suppliers to bring products to market better than anyone in the industry. This means driving supply chain efficiency, inventory management, and operations costs in order to continue to offer great value for consistent, high quality products made by a select group of trusted food manufacturers. We’re your source for real Italian, day in and day out. We‘re here to bring you the meats, cheeses, olives, oils and other ingredients that you need to make every menu special. It’s why we’re called Bellissimo. We appreciate your support and trust; and look forward to contributing even more to your success.

Adding something special to specialty foods for more than 60 years.