Lurisia sells to Coca-Cola and Slow Food abandons it

Lurisia sells to Coca-Cola and Slow Food abandons it

Lurisia sold to Coca-Cola for almost 90 million euros: this is what happens now that Slow Food and Eataly have abandoned the Piedmontese company.

In the beginning it was the Invernizzi family. In the 90s he bought the Lurisia group in the mineral water sector, diversifying the product with the launch of the iconic soft drinks: gazzosa, orangeade, lemonade, tonic, chinotto di Savona.lurisia sold to coca-cola for nearly 90 million eurosThe prestige and fame had grown and Lurisia had reached the top in the premium soft drink segment, working in contrast to the more famous carbonated drinks marketed by multinationals. Then, in 2017, the private investment fund IdeA Taste of Italy and Eataly , owned by Oscar Farinetti, joined the board of directors of the company . The goal was clear: three heads to consolidate the rise of the group and double the turnover within 5 years. Already in 2004 Farinetti had embraced the cause of Lurisia and had opened the doors of Eataly to her, bringing it to markets all over the world to represent quality made in Italy.

This is why we are so impressed to discover that an 88 million euro agreement sanctions the transfer of the Piedmontese ownership to the multinational Coca-Cola . It does not break only with the past and its origins – Lurisia rises uncontaminated in the Maritime Alps – but with an idea of ​​Italian excellence that risks being swallowed up by the red and white imagery that the Atlanta brand carries with it. While, in fact, Slow Food has already hastily abandoned ship and dumped the company, saving only the last round of Cheese – ” we defend biodiversity against the approval of tastes”Was the very rapid departure – Coca-Cola, which in our country already has 4 plants under its aegis, only adds a piece to the collection, with its estimated value in 2019 of 45 million euros.

The healthy turning point of Coca-Cola

The reason is clear: there is a healthy change , the world has turned towards healthy food  and the drink, with its almost 25 grams of sugar per can, cannot be defined as healthy. The company expands with zero, light or sweetened with stevia products. But that’s not enough, because it lacks a coating that gives a quality patina. What better occasion, then, than the one that even includes a Slow Food presidium such as the chinotto of Savona in the catalog? “ We want to increase the premium offer and offer consumers products with a strong tradition and well-rooted Italian origins, ” says Coca-Cola Hbc.

The future of Lurisia

Strong tradition, rooted origins. Ok, but what happens to Lurisia in all this It comes out of Eataly, it certainly remains on the market, but it risks, it risks a lot . Because it is no longer certain that you carry that aura of Italianness with you.lurisia has been abandoned by slow food and eataly but remains on the market” We are satisfied that the largest global beverage group wanted to conclude this transaction, recognizing the excellence and craftsmanship of our products, which have a strong link with the territory – says Piero Bagnasco, hitherto president and CEO of Lurisia, who he will remain on the board of directors together with Alessandro Invernizzi –  we are convinced that with the new course Lurisia will be able to expand without disruption, using the means and the distribution force of the world’s number one beverage company “. But Lurisia now enters a segment that is anything but  slow and this is the only way to risk definitively ceasing to be a symbol of protection and pride for small quality productions. In spite of that miner who, as legend has it, discovered its spring vein for the first time between Mondovì and the Chiusa Pesio Park in the Maritime Alps.

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