Italpepe S.r.l.

What Italpepe S.r.l. does

Italpepe S.r.l. (legal entity Italpepe 2 s.r.l. Unipersonale) is an Italian family-owned producer of packaged spices, aromatic herbs, salts, and lyophilized specialty foods, founded on 20 September 1969 in Rome by Alfonso Vitaletti. The company operates two production sites in Albano Laziale (Rome) totaling 13,000 sqm, certified to HACCP, BRCGS, IFS, ISO 9001, and organic standards, and runs a portfolio of branded product lines including Classica (in its iconic red-cap glass bottle designed in 1975), Specialità dal Mondo, Macinini, Sali, Aromito, Biologico, Liofilizzati, Zafferano, and the Spice Up sub-brand covering functional spices, 100% lyophilized fruit/vegetables, and cocktail mixes.

Its underlying proprietary technology is sensory rather than software-based: the Tasting Rainbow system classifies all spices into seven sensory categories (Piccante, Fresca, Aromatica, Amara, Dolce, Sapida, Umami) certified by the University of Pisa, while the Spice Vibe project maps eight aromatic families to emotional responses with neuromarketing firm MindScents. Distribution is led by sales relationships with Italian modern retail (GDO), supplemented by an Amazon storefront, dedicated HoReCa professional selections (restaurants, pastry, gelato, chocolate, meat, mixology), and worldwide exports. The Vitaletti Academy functions as an internal research lab and external B2B platform, generating private-label assortments for retail chains and masterclasses with partners including Lavazza, Campari Academy, Carpigiani, Accademia Niko Romito, and Gambero Rosso Academy. Revenue is generated through branded consumer packaged goods sales, B2B private label/assortment contracts via the Vitaletti Academy, and export sales; pricing is not publicly disclosed.

Name

Italpepe S.r.l.

Legal name

Italpepe 2 s.r.l. Unipersonale

Website

https://italpepe.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Italpepe S.r.l. is a Rome-based, family-owned Italian producer of packaged spices, herbs, salts, and lyophilized foods founded in 1969, serving Italian modern retail chains, foodservice professionals, and export markets through branded lines anchored by a proprietary University of Pisa-certified sensory classification system.

Ownership category

akta.pro rank

Product category

Packaged Spices and Aromatic Herbs

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

akta.pro secondary industry

Fruit Snacks & Dried Fruit (CRADABAJ)

Keywords

• Packaged spices
• Aromatic herbs
• Freeze-dried foods
• Organic seasonings
• Saffron specialty

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Packaged Spice & Herb Products: Italpepe's primary revenue stream comes from manufacturing and selling packaged spices, herbs, and aromatic products through retail channels (supermarkets) and online (Amazon). The company offers multiple product lines (Classica, Specialità, Macinini, Sali, Spice Up, Biologico, Liofilizzati, Aromito, Zafferano, and others) targeting both consumers and food service professionals.
2. Professional/Private Label Products: Tailored product lines developed for specific retail chain clients through the Vitaletti Academy, including bespoke assortments and display solutions. Revenue generated through B2B relationships with Grande Distribuzione (GDO) partners.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Italpepe manufactures and sells packaged spices, aromatic herbs, salts, saffron, dried mushrooms, and freeze-dried (lyophilized) fruits and vegetables under multiple branded product lines (Classica, Specialità dal Mondo, Macinini, Sali, Spice Up, Biologico, Liofilizzati, Aromito, Zafferano, Bustine, Frutta Secca, Funghi, Salamoie, Grandi Formati). Distribution covers Italian retail (GDO supermarkets), direct online sales via Amazon, professional food service (HoReCa) through curated selections, and worldwide export. The company also operates the Vitaletti Academy research center, which develops proprietary sensory classification systems (Tasting Rainbow, Spice Vibe) and provides masterclass training.

Product overview

Italpepe S.r.l. is an Italian spice company founded in 1969, offering a diversified portfolio of branded spice products. The core offering consists of multiple product lines: Classica (classic spices in iconic glass bottles with red caps), Specialità dal Mondo (premium peppers and peppers from world plantations), Macinini (spices with grinder caps), Sali (world salts), and Aromito (herb and spice mixes for Italian cuisine). The Spice-Up sub-brand targets younger consumers with Super Spezie (freeze-dried functional spices), Frutta e Verdura (100% lyophilized fruits and vegetables), and Cocktails (mixology-inspired aromatic blends). Additional lines include Biologico (organic certified), Liofilizzati (freeze-dried), Zafferano (saffron), and various formats like Bustine, Frutta Secca, Funghi, Salamoie, and Grandi Formati for professional use. The company complements its product portfolio with services including Vitaletti Academy (research and training think tank), Tasting Rainbow (sensory classification system with seven sfumature/sensations), and Spice Vibe (emotional/spiritual spice categorization project with MindScents).

Differentiator

Problem solved

Functional benefit

Brands

• Vitaletti Academy: Research center dedicated to promoting and spreading spice culture, a think tank of experts in various disciplines from gastronomy to research, management to marketing and communication.

Products and services

• Classica (Linea Classica) The classic Italpepe line of spices and aromatic herbs sold in the company's iconic red-topped glass bottle, marketed to everyday Italian households for home cooking.
• Specialità dal Mondo Premium line of peppers, curries, and chili peppers selected from the best plantations worldwide for consumers and food service professionals seeking specialty varieties.
• Macinini Selection of spices and aromatic herbs packaged in practical glass bottles with grinder caps for at-home grinding.
• Sali Wide selection of premium world salts in diverse varieties and colors.
• Spice Up - Super Spezie Lyophilized (freeze-dried) functional super-spices that preserve nutritional and organoleptic properties, marketed to younger consumers under the Spice Up sub-brand.
• Spice Up - Frutta e Verdura 100% lyophilized fruit and vegetable line offering the taste of fresh produce available year-round in pantry format under the Spice Up sub-brand.
• Spice Up - Cocktails Aromatic spice mixes developed with international mixologists for cocktail and home mixology use under the Spice Up sub-brand.
• Biologico Certified organic line of spices and aromatic herbs cultivated using environmentally protective practices.
• Liofilizzati Freeze-dried products obtained through a special drying process that increases shelf life while preserving organoleptic and nutritional characteristics.
• Aromito Pre-mixed blends of herbs and spices formulated to enhance traditional Italian recipes.
• Zafferano Saffron ('red gold') marketed in threads or powder format across various sizes.
• Bustine Single-serve sachet format of Italpepe's most popular spice references for everyday consumer convenience.
• Frutta Secca Natural dried fruits offered in a practical and versatile format for cooking and snacking.
• Funghi Dried Porcini mushrooms that maintain the unmistakable aroma of fresh product.
• Salamoie Brined products designed for preparing refined dishes served in the menus of the best restaurants.
• Grandi Formati Large-format spice line targeting cooking enthusiasts and restaurants requiring quality products in higher volumes.
• Selezione Professionale (Professional Selections) Bespoke spice selections curated with industry experts for starred restaurants (Selezione Ristoranti Stellati), pastry shops (Selezione Pasticceria), gelaterias (Selezione Gelateria), chocolatiers (Selezione Cioccolateria), leavened savory producers (Selezione Lievitati Salati), butchers (Selezione Carni), and mixologists (Selezione Mixology).
• Vitaletti Academy Services Research center providing masterclasses, training, sensory analysis, and tailored B2B solutions (private label assortments, display strategies) for retail and food service clients.

Quantifiable outcome

• Market share doubled in GDO with the Tasting Rainbow line
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• MindScentscoreStrategic or Co-development Partner · 1 January 2026MindScents, a firm specializing in neuromarketing and sensory communication founded by Claudia Sepertino, co-developed the Spice Vibe project with Italpepe. The project identifies eight aromatic families mapped to emotional responses, creating an invisible sensory code for spices.
• LavazzacoreStrategic or Co-development Partner · 1 January 2024Italpepe and Lavazza entered a partnership for research and experimentation in the world of spices. The collaboration involves joint masterclasses (Innovative Coffee, Caffè & Gelato & Spezie) exploring synergies between coffee and spices, leveraging shared values of quality, aromas, and sensory experiences.
• Euro CompanyminorStrategic or Co-development Partner · 1 January 2024Euro Company partnered with Italpepe on the 'Spezie & Frutta Secca' masterclass, combining Italpepe's spices with Euro Company's dried fruit products.
• Campari AcademycoreStrategic or Co-development Partner · 1 January 2023Italpepe collaborates with Campari Academy on mixology projects. Together they created a drink list featuring seven cocktails interpreting Italpepe's seven sensory shades, designed by mixologist Cristian Lodi. The partnership extends to masterclasses combining cocktails, gelato, and spices.
• Carpigiani Gelato UniversitycoreStrategic or Co-development Partner · 1 January 2023Italpepe partners with Carpigiani Gelato University (based in Anzola dell'Emilia, Bologna, with 22 satellite campuses worldwide) on professional gelato education. Joint masterclasses explore gelato, spices, and coffee combinations. Italpepe contributes spice selections for the Carpigiani Gelato University curriculum.
• Università LUMSAminorGTM or Marketing Partner · 1 January 2023Italpepe collaborated with LUMSA University (Rome) involving approximately 200 graduate students in the Marketing & Digital Communication course. Students developed creative projects to promote spice culture, including the sensory playlists on Spotify project.
• MEatSCHOOLminorStrategic or Co-development Partner · 1 January 2023MEatSCHOOL (directed by Paolo Amedeo Garofalo) is Italpepe's partner for meat & spice workshops. Italpepe developed a dedicated spice selection for butchers and meat professionals. Joint masterclasses include Tartare & Vermut and Tartare & Gelato.
• Moreno PanziniminorStrategic or Co-development Partner · 1 January 2023Chef Moreno Panzini (Gambero Rosso Academy instructor, Vice President of EPCC – Eccellenza Pasticceria Cioccolateria Cioccolateria) collaborated on the 'Praline della Meditazione' project and the professional pastry selection. Joint masterclasses include Cioccolato & Pasticceria.
• SmegminorStrategic or Co-development Partner · 1 January 2023Smeg collaborates with Italpepe on masterclasses including Caffè & Gelato and Scented & Mixology sessions, combining premium kitchen appliances with spice culture.
• AmedeiminorStrategic or Co-development Partner · 1 January 2023Amedei (premium chocolate producer) collaborated with Italpepe on the Cioccolato & Pasticceria masterclass, combining Italpepe spices with Amedei chocolate.
• Gambero Rosso AcademyminorStrategic or Co-development Partner · 1 January 2022Italpepe curates spice-related modules within Gambero Rosso Academy's academic courses, contributing professional expertise in spices and aromatic herbs to their culinary education programs.
• World Action on Salt, Sugar & Health (WASSH)minorOthers · 1 January 2022Italpepe adheres to the World Salt Intake Reduction Initiative promoted by WASSH, an association with partners in 100 countries. Italpepe promotes reduced salt consumption through spice usage and has a dedicated 'Sostituti' (substitutes) product line.
• Università di PisacoreStrategic or Co-development Partner · 1 January 2020The Vitaletti Academy and the University of Pisa (Department of Pharmacy, coordinated by Prof. Francesca Venturi) conduct joint research on the structural and organoleptic aspects of spices to create quality standards. The collaboration has produced a sensory analysis protocol and certified sensory profiles for all Italpepe products. Also includes CNR IFC (Institute of Clinical Physiology) in the research team.
• Accademia Niko RomitominorStrategic or Co-development Partner · 1 January 2019Italpepe established a partnership with the Accademia Niko Romito in 2018-2019 as part of its goal to inspire the spice product category. Chef Niko Romito is one of Italy's leading chefs.
• GROS – Gruppo Romano SupermercatiminorGTM or Marketing Partner · 1 January 2018Italpepe participates in the 'Il Territorio rende al Territorio' project by GROS – Gruppo Romano Supermercati. Purchasing Italpepe products at GROS stores contributes to the construction of the new Emergency Room of the Bambino Gesù Hospital.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• Illy: Italian premium food/beverage brand with global recognition and similar emphasis on sensory quality, research partnerships, and university collaborations. Useful as a comparable for Italpepe's premium Italian brand-building model rather than for direct product overlap.

Regional players

• Mutti: Italian premium packaged food leader (tomato-based). Comparable to Italpepe as a privately held, premium-positioned Italian CPG brand with strong GDO distribution and export orientation, though in an adjacent (not directly overlapping) product category.

Direct peers

• Cannamela: Italy's other leading packaged spice and aromatic herb brand, owned by Eugea/Deoleo. Cannamela is the most direct domestic competitor to Italpepe in the GDO channel, offering overlapping SKU coverage in spices, herbs, and seasoning mixes for Italian consumers.
• Sabater Spices: Spanish family-owned spice manufacturer serving retail and foodservice across Mediterranean Europe. Comparable to Italpepe in private mid-market positioning and Mediterranean-origin premiumization of the spice category.
• Verstegen Spices & Sauces: Dutch family-owned spice and sauce manufacturer with both retail and foodservice channels across Europe. Comparable to Italpepe in private mid-market positioning and breadth across consumer/professional spice lines.
• Kotányi: Austrian family-owned premium spice brand with strong European retail presence and a comparable private-company structure. Comparable to Italpepe in premium positioning, multi-line spice portfolio, and family-led governance.
• Drogheria & Alimentari: Italian spice and specialty foods brand with deep retail penetration, offering a broad range of spices, herbs, and condiments to Italian households. Overlaps with Italpepe in packaged spices and the professional HoReCa channel.

Broad incumbents

• Fuchs Gruppe: German family-owned global leader in spices, seasonings, and functional food ingredients serving industrial, foodservice, and retail. Comparable to Italpepe in private ownership and spice specialization but operates at materially larger scale.
• McCormick & Company: Global flavor/spice leader with extensive retail and foodservice presence. Comparable to Italpepe in the core spice category, but operates at vastly greater scale and international breadth, including the Santa Maria brand.
• Santa Maria (McCormick-owned): European spice and seasoning brand owned by McCormick & Company, with strong Northern European retail presence. Comparable to Italpepe in the retail spice category but operates under a global incumbent with significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_x7Dgjz0qvNZyLrbf6bwXA
• Facebookfacebook.com/italpepe
• LinkedInlinkedin.com/company/italpepe-s-r-l
• Instagraminstagram.com/italpepesrl/?hl=it

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Italpepe S.r.l.