Mutti
05/05/2025
Mutti S.p.A., the iconic Italian brand known for its premium-quality tomato products, is often cited as a textbook example of successful internationalization in the agri-food industry. From its humble beginnings in Parma to its stronghold in international markets like France, the United States, and Australia, Mutti has shown that a great product is only the beginning. A company’s ability to adapt to local preferences, retail structures, and consumer behavior fuels sustainable global growth—without compromising its core values.
Founded in 1899, Mutti built its domestic success on quality, transparency, and innovation. By the early 2000s, the company had become a leader in Italy’s tomato market, famous for its passata, polpa, and double concentrate. However, international expansion was not just about replicating this success abroad. Mutti chose a deliberate and thoughtful path, keeping its entire production in Italy while developing tailored go-to-market strategies for each foreign country.
Mutti’s internationalization strategy avoids delocalization. All tomatoes are still grown, processed, and packaged in Italy. The brand emphasizes origin and quality, leveraging Italy’s rich culinary heritage as a key marketing asset. However, Mutti understands that authenticity must be relevant for each market, not simply transplanted.
The company typically enters new markets through exports, supported by dedicated commercial branches or partnerships with local distributors. It invests heavily in marketing campaigns that resonate locally, maintaining the brand’s premium positioning.
France, with its cultural proximity and appreciation for gastronomy, was a logical first target. Yet Mutti didn’t take success for granted. The company worked to understand local preferences and positioned itself in the premium segment of tomato products. It formed strategic alliances with major French retail chains and backed its presence with consistent branding focused on origin, taste, and ethical production.
Result: France is now one of Mutti’s top international markets.
Mutti capitalized on the strong consumer demand for ethical and sustainable food in countries like Sweden, Norway, and Denmark. The company aligned its communication to emphasize sustainability certifications, environmental responsibility, and fair partnerships with farmers.
These northern markets have a taste for clean labels, eco-conscious brands, and culinary experimentation, all of which played into Mutti’s strengths. Its ability to align with local values while maintaining its Italian essence made a big difference.
Germany posed a different kind of challenge. While German consumers are open to foreign brands, they are highly discerning regarding sustainability and price-value perception.
To succeed here, Mutti made sustainability the core of its German strategy. The company emphasized its B Corp certification, efforts to reduce its carbon footprint, and a transparent supply chain. Products with organic certification were given prominence, and marketing highlighted Mutti’s commitment to environmental and social responsibility.
This approach allowed Mutti to stand out in a market saturated with low-cost options by carving a niche in the premium organic segment.
The U.S. market represented the most significant departure from Mutti’s home environment. American consumers were familiar with canned tomatoes and sauces, but the concept of “passata” was largely unknown.
Mutti’s response? Education.
Instead of blindly pushing products, the brand launched campaigns to explain passata, how it’s used in authentic Italian cooking, and why it’s better for certain recipes. Collaborations with Italian-American chefs, including popular figures like Lidia Bastianich, helped build credibility and awareness.
Mutti also leaned into digital marketing, focusing on platforms like Amazon and gourmet e-commerce channels to reach foodies and home chefs. Slowly but steadily, Mutti created a demand for a product category that barely existed in the U.S. consumer’s mind.
Australia offered a different challenge. Consumers were already familiar with canned tomatoes but less with other tomato derivatives. Instead of trying to shift behavior entirely, Mutti adapted its product offerings and formats.
The brand prioritized its canned products in formats suited to Australian cooking and lifestyle habits, such as smaller tins and easy-to-use packaging. Mutti also secured retail partnerships with leading supermarket chains like Woolworths and Coles.
The result was rapid growth and brand recognition fueled by both adaptability and consistency.
Mutti’s international expansion proves that a strong product and a solid brand are not enough for global success. The real key lies in:
Mutti is not just a brand that exports tomato products; it also exports values and experiences tailored to resonate with each local market. The company’s journey is a valuable lesson for any business looking to expand internationally: success abroad isn’t about copying and pasting what works at home. It’s about listening, learning, and adapting—without losing your sense of self.
In a world where consumers are increasingly discerning, culturally diverse, and value-driven, Mutti’s approach to internationalization offers a compelling blueprint: start with a great product but win with deep local understanding.
Mutti S.p.A., the iconic Italian brand known for its premium-quality tomato products, is often cited as a textbook example of successful internationalization in the agri-food industry. From its humble beginnings in Parma to its stronghold in international markets like France, the United States, and Australia, Mutti has shown that a great product is only the beginning. A company’s ability to adapt to local preferences, retail structures, and consumer behavior fuels sustainable global growth—without compromising its core values.
Founded in 1899, Mutti built its domestic success on quality, transparency, and innovation. By the early 2000s, the company had become a leader in Italy’s tomato market, famous for its passata, polpa, and double concentrate. However, international expansion was not just about replicating this success abroad. Mutti chose a deliberate and thoughtful path, keeping its entire production in Italy while developing tailored go-to-market strategies for each foreign country.
Mutti’s internationalization strategy avoids delocalization. All tomatoes are still grown, processed, and packaged in Italy. The brand emphasizes origin and quality, leveraging Italy’s rich culinary heritage as a key marketing asset. However, Mutti understands that authenticity must be relevant for each market, not simply transplanted.
The company typically enters new markets through exports, supported by dedicated commercial branches or partnerships with local distributors. It invests heavily in marketing campaigns that resonate locally, maintaining the brand’s premium positioning.
France, with its cultural proximity and appreciation for gastronomy, was a logical first target. Yet Mutti didn’t take success for granted. The company worked to understand local preferences and positioned itself in the premium segment of tomato products. It formed strategic alliances with major French retail chains and backed its presence with consistent branding focused on origin, taste, and ethical production.
Result: France is now one of Mutti’s top international markets.
Mutti capitalized on the strong consumer demand for ethical and sustainable food in countries like Sweden, Norway, and Denmark. The company aligned its communication to emphasize sustainability certifications, environmental responsibility, and fair partnerships with farmers.
These northern markets have a taste for clean labels, eco-conscious brands, and culinary experimentation, all of which played into Mutti’s strengths. Its ability to align with local values while maintaining its Italian essence made a big difference.
Germany posed a different kind of challenge. While German consumers are open to foreign brands, they are highly discerning regarding sustainability and price-value perception.
To succeed here, Mutti made sustainability the core of its German strategy. The company emphasized its B Corp certification, efforts to reduce its carbon footprint, and a transparent supply chain. Products with organic certification were given prominence, and marketing highlighted Mutti’s commitment to environmental and social responsibility.
This approach allowed Mutti to stand out in a market saturated with low-cost options by carving a niche in the premium organic segment.
The U.S. market represented the most significant departure from Mutti’s home environment. American consumers were familiar with canned tomatoes and sauces, but the concept of “passata” was largely unknown.
Mutti’s response? Education.
Instead of blindly pushing products, the brand launched campaigns to explain passata, how it’s used in authentic Italian cooking, and why it’s better for certain recipes. Collaborations with Italian-American chefs, including popular figures like Lidia Bastianich, helped build credibility and awareness.
Mutti also leaned into digital marketing, focusing on platforms like Amazon and gourmet e-commerce channels to reach foodies and home chefs. Slowly but steadily, Mutti created a demand for a product category that barely existed in the U.S. consumer’s mind.
Australia offered a different challenge. Consumers were already familiar with canned tomatoes but less with other tomato derivatives. Instead of trying to shift behavior entirely, Mutti adapted its product offerings and formats.
The brand prioritized its canned products in formats suited to Australian cooking and lifestyle habits, such as smaller tins and easy-to-use packaging. Mutti also secured retail partnerships with leading supermarket chains like Woolworths and Coles.
The result was rapid growth and brand recognition fueled by both adaptability and consistency.
Mutti’s international expansion proves that a strong product and a solid brand are not enough for global success. The real key lies in:
Mutti is not just a brand that exports tomato products; it also exports values and experiences tailored to resonate with each local market. The company’s journey is a valuable lesson for any business looking to expand internationally: success abroad isn’t about copying and pasting what works at home. It’s about listening, learning, and adapting—without losing your sense of self.
In a world where consumers are increasingly discerning, culturally diverse, and value-driven, Mutti’s approach to internationalization offers a compelling blueprint: start with a great product but win with deep local understanding.
