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About Us
Our Businesses
Investors
Responsibility
Media
Acetum, the world’s largest producer of certified Balsamic Vinegar of Modena PGI, was acquired in 2017 as part of our strategy to add premium consumer propositions with growth potential to our Grocery portfolio.
Balsamic vinegar has been produced in the Modena region since Roman times, and today it is found in homes and professional kitchens all around the world. Acetum has a particularly rich heritage and a strong reputation for industry-leading quality, creating some of the finest quality of branded and own-label ranges of Balsamic Vinegars and associated condiments. All produced in Modena, these ranges carry the sought-after Protected Geographical Indication (PGI) or Protected Designation of Origin (PDO) status, meaning that they are produced according to recognised, authentic and time-honoured traditions within the Modena region of northern Italy.
One of the great attractions of Acetum was the strength of its brand presence and the opportunity for growth in several key export markets, including Germany, the Netherlands and Australia. From the outset we have sought to work with the experienced management team in Acetum to expand this further and develop the company’s branded offering, Mazzetti l’Originale, which proudly bears the name of one of the founders of the business.
Through the appointment of new marketing specialists, we have continued to support and further strengthen the Mazzetti brand by making it more distinctive, with a stylish new yellow and black design. We have also increased our investment in marketing communications, with a focus on building brand awareness and inspiring people to try the product through a combination of social media, print and public relations in an eye-catching campaign promoting ‘The Italian Art of Dressing’.
Our newly designed range has helped us gain additional listings in premium grocery retailers and on leading e-commerce sites.
The brand has shown sustained growth across our key export markets, particularly in Germany and the Netherlands where we are seeing double-digit growth. We have also made inroads into the new focus markets including the UK and the US, where revenues have increased significantly.
As we continue to grow our brand presence, we have launched a new e-commerce website in the US us.mazzettioriginale.com that will provide a hub to inspire and educate people about the craft, tradition and versatility of this Italian culinary icon. The site will feature the full Mazzetti l’Originale range including our premium Tradizionale DOP 12- and 25-year aged products and a new ‘gifting’ range of premium Balsamic Vinegar of Modena PGI that we are launching in time for Christmas 2021.