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Naoki brings taste and tradition from the Far East

30 April 2025

Naoki, Atlante’s leading brand in the ethnic products sector, was created to satisfy the rising demand for international products to enjoy at home. In an increasingly dynamic market open to innovation, Naoki has successfully seized this opportunity, offering a diverse assortment of products from various culinary traditions around the world.

The boom of ethnic products

In recent years, Italy has witnessed an explosion of interest in ethnic food: products from Asia, the Middle East and Latin America are present with vast assortments on the shelves, a sign of the growing openness to different cultures and flavours. More and more Italian consumers are seeking flavours and ingredients from faraway countries, driven by gastronomic curiosity and the influence of TV programmes and social media promoting international cuisines. As Dario Lavagna, Atlante’s Business Unit Manager, reports: ‘To date, there is great growth in the consumption of ethnic products in Italy, which not only affirms the positive trend of this type of cuisine, but also leads to a growth in retail consumption of products from around the world. The ethnic food market in Italy is currently worth some EUR 443 million, up from the previous year. Asian products, with more than 60% of the share, continue to drive the sector, with sauces such as poke and soya remaining at the heart of this trend.”

All Asian flavours in a tasty assortment by Naoki

The phenomenon of international cuisine is more than just a trend: it is the evolution of a national taste that is becoming more and more inclusive, welcoming the world to the table. The convenience of ready meals and the ease of finding ethnic ingredients have greatly contributed to making these gastronomic choices accessible.

Among the most popular cuisines is Asian cuisine: products from this segment – especially sauces such as soy, and poke – dominate supermarket shelves, along with noodles and udon. Simplicity, taste and quality: these are the key characteristics that have led to such success.

Atlante, riding the wave of this trend, is focusing on the Naoki brand, which offers a varied assortment of Asian products, consisting of popular products such as udon noodles and soy sauce and poke, but also newer products such as Gua Bao, soft steamed buns that are very popular in the East.

Novelties in the sector are the order of the day, and for Atlante it is essential to support brands like Naoki in order to be able to offer consumers innovative, quality products that reflect market trends.