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The cult product Sofficini changes its recipe and Carletto returns to communicate it. Findus tells the Italian love for vintage at the table

Who has never tried to do the sofficini? Upon their arrival on the market, in the 1970s, “new formula” pre-cooked pancakes revolutionized the eating habits of Italian families, offering itself as a dish ready in a few minutes, complete and delicious. A success of Findus – leading company in the frozen food sector – which has spanned several generations, with claims that have left their mark as “the smile in youAnd it continues today, conquering 5 million families and sale 20 million packets (IRI, sale value sales; GFK penetration). The reasons for a timeless recognition?

I am practical and easy to prepare (54.2%), good and tasty (42.7%) and they manage to put adults and children agree (37.1%)bring joy and fun to the table: this is what emerges from a survey conducted by AstraRicerche for Findus on Snack, Sofficini & cowho, on the occasion of the launch of the new recipe without pre-fryingexplored the link between Italians and this product, between curiosity and confirmation.

SOFFICINI: FROM THE “HAND” CLOSURE IN THE 1970S TO TODAY, THE EVOLUTION OF A “CULT” PRODUCT

Arrived at the table in the 70s, “The new dish that frees you from habits” as the first claim states, they accompanied generations of Italians. They have been produced, for more than forty years, in the factory of Cisterna di Latina, in the heart of Lazio, a real forge of ideas, where innovation has gone hand in hand with the absolute know-how of the design process and of production. They took care of the first Sofficini 50 production workers, hired to manually close each pancake directly on a conveyor belt, heated by a plate at 240°C. During the 1980s, the factory was modernized and innovative machines arrived, capable of automatically cooking and folding pancakes. Gradually, all the chains were mechanized, including the subsequent stages of breading and beating, as well as those of transport, freezing and packaging. Today they are sold 20 million packs of Sofficini every year.

THE NEW RECIPE: WITHOUT PRE-FRIED BUT ALWAYS WITH TASTE. MESSAGE FROM CARLETTO, THE FACE OF THE BRAND TAKES THE GROUND WITH A SPECIAL ELECTORAL PROGRAM

Today, the Sofficini have a state-of-the-art production line, but Cisterna di Latina’s desire to experiment in cuisine remains unchanged. And it’s thanks to innovative technology and research and development activity that it has been possible to avoid pre-fryingreducing oil consumption and also improving the nutritional profile of the product.

The new recipe without pre-frying does not compromise the taste and goodness of Sofficini, as evidenced by the first feedback from consumers who promote the novelty. Among the characteristics of the new product, the possibility of being prepared as well as in stove or ovenalso in air fryerincreasingly present in Italian homes, so much so that more than 40% own them and 40% say they are interested in buying (AstraRicerche / Findus).

Informing consumers about the new product takes the field Carletto, which has been the face and soul of the brand since 1998with his Sofficino evening. The histrionic chameleon – recognized as a symbol of the Sofficini by82% of Italians – throws sound special electoral program on lineon social networks and in the capital, with billboards in the center and towing activity, to the cry of “A concrete commitment: Sofficini not pre-fried! “.

ANCIENT? IT’S BEAUTIFUL, EVEN AT THE DINNER, FOR 9 OUT OF 10 ITALIANS (AND 3 OUT OF 10 WILL RETURN TO THE FABULOUS 80S)

Re-offer products that were famous at a certain historical moment and then disappeared after many years? For the Italians, it is a convinced yes to “nostalgia operations”. More than 95% are in favor of throwbacks to the past. The reasons? The 36.8% of respondents were curious and interested in delving into the past; 30.7% enthusiastic, likes operations of nostalgia; to 29% like throwbacks from the past that reward consumers. Only the 2.9% of the sample. Women prefer the return of a product from the past (97%). Here are some of the results that emerge from the AstraRicerche survey. And if you ask Italians in which decade they would like to return to taste the dishes of this historical period, the most popular are the 80 years (chosen by 35.1%) and the 1990s (25.3%). Of the other ten years, 11.0% would return to the 1970s; 13.6% in the 1960s; 15.1% in the 2000s.

OPERATION NOSTALGIA: THE RETURN OF THE SOFFICINI TO RAGÙ

To meet the wishes of many vintage lovers at the table, I Sofficini with ragu flavorone of the first variants produced. The original four flavors of Sofficini, when they hit the market, were four: cheese, mushrooms, meat and spinach. With a stuffed with meat sauce and a heart of mozzarellathis Sofficini variant was among the preferred by yesterday’s consumers today in a special competition organized by Findus to celebrate its sixtieth anniversary in which it was asked to vote for its most beloved product from the past.

SOFFICINI, PROTAGONISTS OF EVENINGS AT HOME FOR 8 OUT OF 10 ITALIANS, BUT FEW KNOW THE YEAR OF BIRTH

What is the perfect occasion to consume delicious and fun products, such as Sofficini, croquettes, supplì & co? For the 44.4% the “Sofficini evening” is one fun and quick family dinner; for the 21% a improvised aperitif with friends; for the 17.4% in front of the television alone or in company; for 16.7% for a house party, as shown by the AstraRicerche / Findus survey. Beyond 8 out of 10 Italians organizesometimes, evenings at home with 27.5% doing so weekly. Only 15% of the sample never organize it but half would be curious to try.

But if the Sofficini are a great success for convivial evenings at home, not all are promoted in “the story of the Sofficini”: only 18.2% place – correctly – the birth of the Sofficini in the 1970s, while a large part of the sample links them to the 1980s (30%) and one in three declares that they do not know it (27.1 %).

Findus is a brand owned in Italy by CSI – Compagnia Surgelati Italiana SpA – a leading company in the production and marketing of products in the frozen food sector and includes among its brands some of the best known and appreciated in Italy. Indeed, the portfolio also includes brands such as Quattro Salti in Padella, Sofficini, Capitan Findus and many others.

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