Bertolli (brand)
Bertolli is an umbrella brand for pasta , olive oil and other foods. It is used by the Unilever Group and other companies.
history
The Bertolli brand originated in a family business in Lucca in Tuscany . Francesco Bertolli, owner of a small grocery store, first sold olive oil there in 1865 . Italian immigrants from the USA had this oil forwarded to the USA, which surprisingly expanded Bertolli's sales market. In 1963, Bertolli was taken over by Montecatini , a company that was in turn taken over by the Montedison conglomerate three years later . With the purchase, Montedison became a leading shareholder in Bertolli, but sold the company on to the Società Meridionale di Elettricità (SME) in 1972 .
In 1994 the company was taken over by Van den Bergh , a Unilever subsidiary in Italy. In 2000, Bertolli entered the German market. Today Bertolli products are available in the USA , Canada , Australia , Brazil , large parts of Europe and Korea .
In 2008 Unilever sold its olive oil and vinegar business for 630 million euros to the Spanish group Grupo SOS (renamed deOleo in 2011 ). Other Bertolli products such as margarine and pasta sauces were not affected by the deal. In 2012 Unilever sold Bertolli's frozen food division to the US group ConAgra Foods . In May 2014, Unilever sold the North American sauce and pasta activities of the Bertolli and Ragú brands to the Japanese company Mizkan for $ 2.15 billion .
marketing
In 2006 Unilever - along with Dresdner Bank and Volkswagen - won a golden Effie for the most efficient and effective advertising and communication campaign with “Italian Gusto for Life” for Bertolli.
criticism
In 2009, Foodwatch nominated Unilever with “Bertolli Pesto Verde” for the “golden windbag” for the most brazen advertising lie. As a justification, Foodwatch stated that “only tiny alibi amounts of the advertised ingredients olive oil and pine nuts […] are contained in pesto - the actual main ingredients are cashew nuts and vegetable oil”.
Also in 2010 Unilever received a nomination for a Bertolli product ("Bertolli Grilled Vegetables"). The reason for this was that Unilever adjusted the recipe of the product and advertised it with an "improved recipe", but at the same time also used yeast extract and an unspecified flavor . Bertolli did not deny the circumstances, but did point out that the new recipes had better results in blind tastings .
Web links
Individual evidence
- ↑ cls: Adulterated olive oil appears in the supermarket. In: 20 minutes . June 18, 2014, accessed February 21, 2016 .
- ^ Daniel Puntas Bernet: Italian olive oil, made in Spain. Most of the "extra virgin" from Italy is made with Spanish olives. In: Neue Zürcher Zeitung . October 24, 2010, accessed February 21, 2016 .
- ↑ jh: Unilever rejects Bertolli. In: horizon . July 21, 2008, accessed February 21, 2016 .
- ↑ [1]
- ↑ Consumer goods major Unilever sells Ragu and Bertolli brands . Japan Herald , May 23, 2014
- ↑ Unilever to Sell Sauce Brands to Mizkan for $ 2.15 Billion ( Memento of the original from November 3, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . Bloomberg, May 22, 2014
- ↑ GWA-Effies awarded: Gold for Dresdner Bank, Bertolli and VW. October 22, 2006, accessed February 21, 2016 .
- ↑ Actimel: the most brazen advertising lie 2009. In: Homepage of Foodwatch. March 22, 2009, accessed February 21, 2016 .
- ↑ Dairy Zott wants to change fake product - foodwatch awards golden cream puffs for the brazen advertising lie of the year at the company headquarters in Mertingen. In: Homepage of Foodwatch. April 23, 2010, accessed February 21, 2016 .
- ↑ Now with a worsened recipe. Bertolli grilled vegetables from Unilever. In: Homepage of Foodwatch. February 24, 2010, accessed February 21, 2016 .
- ↑ lgr / AFP: Bertolli: Foodwatch accuses pasta sauce manufacturer of fraudulent labeling. In: Der Spiegel . February 24, 2010, accessed February 21, 2016 .
