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King’s expands its range to include all Italian delicatessen specialities and prepares to conquer the market with a new brand identity designed by Robilant

Thus was born the new pay-off “The legend of cured meats”

22, Apr 2024

The company of the legendary “Prosciutto del Cestello” — one of the market leaders in the production of San Daniele PDO and Parma PDO raw hams with a turnover of 106 mln in 2023 (+13% on 2022) — will be at Cibus 2024 (Parma 7-10 May, Hall 2 stand I 014) with a totally renewed brand identity and an entire portfolio of new products, expressions of Italian tradition: from cooked hams to the new line of mortadella under the Piazza Grande name, from roasts to truffle products to salami, bacon and sliced meats. A portfolio of more than 100 references, with the aim of covering 100% of the speciality market, thanks, in the coming years, to heavy investments in communication, which already in 2024 will amount to more than 1 million euros.

The new pay-off “The legend of cured meats” is the result of work on the brand identity created by Robilant, which is now flanked by the website, with easy and intuitive navigation, where the entire King’s range can now be discovered.

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