It is a big challenge to enter the Uk market, dominated by local brands, with your own brand name. Italia Formaggi, the main Italian cheese importer born from the agreement between Dalter Alimentari and Gennari, tried to do this with the launch of its five high-end Italian cheese products for food lovers, designed for retail channel in UK . Divo, which is the name of the line, made its debut a couple of month ago in 270 Morrisons and Ocado store chains. It represents a combination between the typical Italian and the modern English cuisine: combining quality, versatility and service. Another trump card used for publicity is the British celebrity chef of Italian origin Aldo Zilli, whose picture appears on the packaging.
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