Ubena

What Ubena does

Ubena Alimentari S.r.l. is an Italian packaged spice and herb company headquartered in Milan, operating as a subsidiary within the Fuchs Group under the direction and coordination of DF World of Spices SE (the German-based parent). The company markets itself as the largest and most exotic assortment of spices and seasonings in Italy, supplying both consumer and food service customers through a multi-format product portfolio that spans Spezie (spices), Erbe aromatiche (aromatic herbs), Pepi e peperoncini (pepper and chili varieties), and Insaporitori, mix e sali (seasoning blends and specialty salts). Packaged formats include Clip Sachet, glass jars, grinding caps, PET jars, mini jars, large formats, and specialty formats (e.g., saffron, vanilla), with sub-brand MYBBQ dedicated to grilling and Esploragusto functioning as an educational discovery vertical.

Ubena controls the full production process from seed to finished product, positioning on 100% natural ingredients and quality consistency. Distribution is omnichannel within Italy: physical retail points of sale across the country, a dedicated Amazon Italy storefront, and Ubena's own e-commerce website. Go-to-market is product-led, with recipe content marketing, social media, and educational content used to drive product discovery and usage across the consumer/home cook segment, with a secondary vertical targeting food service and hospitality customers. The company is privately held, with no public listing, no disclosed revenue, and no independent funding history — strategic direction flows from DF World of Spices SE and the Fuchs Group corporate structure.

Name

Ubena

Legal name

Ubena Alimentari S.r.l.

Website

https://ubena.it

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Ubena Alimentari S.r.l. is an Italian spice and herb company, part of the Fuchs Group via DF World of Spices SE, serving Italian consumers and food service customers through retail, Amazon, and e-commerce with a broad assortment of natural spices and seasonings.

Ownership category

akta.pro rank

Product category

Spices and Seasonings

NAICS

Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Whole Spices (Seeds, Pods, Bark, Roots) (AFAJANAA)

akta.pro secondary industry

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO)

Keywords

• Spices and herbs
• Culinary seasonings
• Gourmet ingredients
• BBQ seasonings
• Spice blends

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Spice and Herb Product Sales: Ubena generates revenue through the sale of packaged spices, herbs, and seasoning products to consumers and potentially food service businesses through retail and e-commerce channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Ubena Alimentari S.r.l. manufactures and sells a comprehensive assortment of spices, herbs, peppers, and seasoning blends under its own Ubena brand, offering products in multiple packaging formats (clip sachets, glass jars, grinding-cap jars, PET jars, mini jars, and bulk/large formats). The portfolio covers four main categories: Spezie (Spices), Erbe aromatiche (Aromatic herbs), Pepi e peperoncini (Peppers and chilies), and Insaporitori/mix/sali (Seasoning blends and specialty salts), plus specialty lines such as MYBBQ for grilling and Formati speciali for premium items like saffron and vanilla.

Product overview

Ubena is an Italian spice and herb company offering a comprehensive portfolio of culinary ingredients sourced from around the world. The product range includes multiple packaging formats (Clip Sachet, Glass Jars, Grinding Caps, PET jars, Mini jars, and Large formats) across four main categories: Spezie (Spices including paprika, cinnamon, nutmeg, saffron, turmeric, pepper varieties, and more), Erbe aromatiche (Aromatic herbs like rosemary, bay leaves), Pepi e peperoncini (Peppers and chilies), and Insaporitori/mix/sali (Seasoning blends and specialty salts). Specialty lines include MYBBQ for grilling, Formati speciali for premium products like saffron and vanilla, and L'Esploragusto educational section. The company positions itself as Italy's largest exotic spice assortment, emphasizing 100% natural products with quality from seed to table.

Differentiator

Problem solved

Functional benefit

Brands

• MYBBQ: BBQ product line mentioned as a product gamma.
• Esploragusto

Products and services

• Spezie (Spices)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• DF World of Spices SEcoreOthersUbena Alimentari S.r.l. is subject to direction and coordination by DF World of Spices SE. DF World of Spices is a German-based global spice company and part of the Fuchs Gruppe (Fuchs Group), a major international spice and seasoning manufacturer.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cannamela: Italian branded spice and herb company (part of McCormick Italy). Cannamela sells packaged spices, herbs, and seasoning blends across Italian grocery and foodservice channels, making it the closest head-to-head competitor to Ubena on Italian retail shelves.

Broad incumbents

• Fuchs Gruppe (DF World of Spices): Ubena's ultimate parent and a major international spice and seasoning group with multiple regional brands across Europe. Highly comparable on technology (industrial spice processing), product portfolio (spices, blends, functional seasonings), and category expertise; relevant as parent/sister rather than direct retail competitor in Italy.
• McCormick & Company: Global market leader in spices, seasonings, and condiments. While McCormick operates at vastly larger scale and global breadth, it sells directly comparable packaged spices, herbs, blends, and flavor solutions through grocery retail and foodservice — the same end markets Ubena targets in Italy.

Regional players

• Schwartz: UK-focused branded spice and seasoning company (part of McCormick). Directly comparable product range (whole spices, ground spices, recipe mixes) and similar mass-market grocery distribution model.
• Club House: Canadian branded spice, seasoning, and recipe mix company (part of McCormick). Operates with the same retail/grocery model and packaged-format product architecture, focused on the Canadian market.
• Santa Maria: European branded spice and seasoning company owned by McCormick, primarily strong in the Nordics, UK, and parts of Eastern Europe. Comparable product mix (spices, blends, marinades, world-food flavors) and similar premium+mainstream format strategy.
• Ducros: Spain's leading branded spice and herb company (part of McCormick). Same packaged spice / herb / blend product architecture as Ubena, with strong retail presence and recipe-led marketing in a Southern European market.
• Tone's: US-focused branded spice company (part of McCormick). Same shelf-stable packaged spice format and grocery-led distribution; comparable in product structure if not geography.

Emerging players

• Pepe (Italian spice brand): Italian specialty spice and dried herb brand sold primarily through Italian grocery and gourmet retail. Smaller assortment than Ubena but directly comparable product offering (single-ingredient spices, herbs, blends) for the same Italian consumer market.
• Drogheria & Alimentari: Italian specialty food company focused on premium dried mushrooms, spices, and pantry ingredients. Smaller scale than Ubena but with overlapping assortment and a similar specialty/premium positioning for gourmet Italian home cooks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ubena