New ‘DIVO’ on the block brings Italian cheese category bang up-to-date

The UK’s continental cheese fixture is set for a boost with the launch of DIVO – an innovative range of premium Italian cheeses selected by renowned chef Aldo Zilli offering a modern, unique twist on the Italian cheese category that is now available in Ocado and Morrisons.

Groupage-DIVO-Grapho

Aldo Zilli is brand ambassador for DIVO and will feature prominently on packaging and in consumer marketing. The UK-based Italian chef has hand-picked five popular Italian recipe cheeses to feature in the new range, each of which is designed to offer superb quality and taste in versatile formats that cater for the needs of British shoppers.

The DIVO brand boasts striking packaging design and a distinct and accessible identity that is sure to resonate with UK consumers. The range was created by multi-award-winning importer and distributor Italia Formaggi, which was set up in 2011 by respected Italian cheese companies Gennari Vittorio and Dalter Alimentari.

Martin Loader, National Account Manager at Italia Formaggi, said: “Our aim is to drive awareness and sales of quality Italian cheeses with products that are relevant to today’s British dining table. Aldo Zilli is the perfect brand ambassador – his cooking fuses the very best of modern Italian and British food, which is the philosophy that inspired us to create the DIVO range.

“In Italian, ‘divo’ means ‘celebrity’, and just like a celebrity our DIVO brand identity shouts out for attention on shelf and oozes personality, wit and sophistication. Above all, DIVO offers British cheese lovers a genuinely new option and we’re confident the brand will help retailers give their continental cheese fixture a real boost.”

DIVO cheeses have already been listed by Morrisons and Ocado and have gone on sale this month. The range comprises five Italian cheeses, developed with recipe use in mind and encompasses soft, blue and hard Italian cheese under a single brand. The products in the range are:

DIVO Cubed Gorgonzola Piccante P.D.O. (100g, RRP £2.99)

Gold award winner at the Nantwich International Cheese Awards 2013, a P.D.O. Italian blue cheese without any rind meaning nothing goes to waste. Packaged in a convenient pre-cubed format, it is the first to be marketed in this format for Gorgonzola cheese. It is matured for up to 90 days in Northern Italy to give it a sharp blue flavour and a creamy texture. It makes a delicious match with ripe pears and walnuts tossed into rocket leaves, melted on pizza, or used to make an indulgent cooking sauce.

DIVO Ricotta Twin-pots (2x100g, RRP £1.50)

Highly commended at the Nantwich International Cheese Show 2013, this creamy, smooth but slightly grainy cheese is uniquely made using a blend of cows’ and sheep’s cream for a rich taste. Available in handy twin-pots for freshness and convenience, it is perfect for using in sweet and savoury dishes alike, such as the classic cheesecake or stuffed cannelloni.

DIVO Parmigiano Reggiano P.D.O. ‘Extra’ (160g, RRP £4.99)

Gold and Bronze award winner at the South West Cheese Awards 2013, this Parmigiano Reggiano P.D.O. is graded for quality twice by the Parmigiano Reggiano Consortium before it is selected by Aldo Zilli, to give it the prestigious ‘Extra’ status. A crunchy and crumbly texture with fruity and nutty flavours, it is matured for at least 24 months from selected mountain dairies where the cattle graze on the lush high pastures and their milk gives this Parmigiano Reggiano outstanding flavour. This delicious cheese is ideal served grated or shaved on salads, soups, or simply broken off in chunks and eaten on its own with balsamic vinegar.

DIVO Coarsely Grated Heart of Parmigiano Reggiano P.D.O. (70g, RRP £2.60)

The ‘caviar’ of Parmigiano Reggiano, this award-winning cheese (Bronze at the Royal Bath & West Show) is the premium core or heart (‘cuore’ in Italian) of the Parmigiano Reggiano cheese wheel. It is the softest and smoothest part, with fruity, nutty flavours and contains no hard rind unlike most grated Parmigiano Reggiano. It is freshly grated in a large coarse grain to add more texture to dishes. For best results, melt into risotto, pasta, meat balls or sprinkle over baked mediterranean vegetables.

DIVO Vegetarian Grated Italian Hard Cheese (80g, RRP £1.85)

Made using 100% vegetarian rennet and Italian milk, this is a genuine alternative to Parmigiano Reggiano for vegetarians. This cheese is produced in an old monastery farm in the Lombardy region of Italy using time honoured hard pressed Italian cheese making techniques. This sweet and buttery cheese gives off a delicate but balanced flavour that makes it perfect for stirring into sauces and pasta, or use in recipes as a substitute for Parmigiano Reggiano or Grana Padano.

The DIVO cheeses are presented in distinctive vibrant packaging, bearing images of celebrity chef and DIVO brand ambassador, Aldo Zilli. Highly regarded in his profession, particularly for his modern approach to Italian cuisine, it’s no wonder Aldo is passionate about DIVO, which provides distinctive Italian flavour with a throughly modern flourish.

Aldo Zilli says: “What is great about DIVO is that each cheese has a unique flavour and texture making the range incredibly versatile. With DIVO it’s all about bringing out the best in your recipes with great quality ingredients and the convenient formats make life easier when cooking.

Whether I’m making my Squash Gnocchi using the DIVO Parmigiano Reggiano P.D.O. Extra, or my Sweet Chocolate Mousse using the DIVO Ricotta Twin-pots – DIVO is my first choice every time”.

DIVO

www.divoitaliano.co.uk