Milaneza | Milaneza

Preference

As the bond to our consumers is so tight, we want to do all we can to honour the commitment of being the #1 pasta brand in Portugal.

The experience and dedication of our work allow us to be sure that we will continue deserving the preference of all those that choose and use our products.
The preference of national and Olympic athletes: Portuguese Olympic athletes are supported by our pastas. Based on a philosophy of ongoing adaptation and expansion, we ensure the preference for our products.

The preference of our consumers: everyday, all around the world, millions of people prefer and use our products, due to their quality and excellence.
Gastronomic preference: the strong heritage and the gastronomic history we have in Portugal, where many recipes were transmitted from parents to their children, are based on the Milaneza pastas and formats.

Quality

Milaneza products are subjected to strict quality control, from the selection of raw materials to the final product. The industrial plants where they are manufactured include advanced technologies, adequate to the food hygiene and safety conditions, which ensures a range of safe and high quality products. The effort made in the implementation of product control systems and processes and in the application of best manufacturing and hygiene practices has been recognised with the awarding of the certification pursuant to the international quality and food safety standards (HACCP).

History

1933

LAUNCHING OF THE MILANEZA BRAND

The Milaneza brand is launched in the Portuguese market of pastas. Milaneza pastas are produced with the most modern equipment at the time, in a building designed exclusively for that purpose.

1945

FIRST AUTOMATED PRODUCTION LINES

A period of brand expansion, with the installation of the first automated production lines for Milaneza pastas; the new logo appears.

1955

FIRST TRANSPARENT PACKAGES

The first packages of Milaneza pasta in transparent cellulose film are launched; in the meantime, the bulk marketing of most of the production continues.

1958

INAUGURATION OF THE FIRST BREAD PLANT

Diversification of the Milaneza brand, with its entry in the bread market. Inauguration of the Milaneza bread plant, the first one in Portugal, with technologically advanced equipment. For the first time in Portugal a continuous oven for bread is installed.

1959

PORTO AND MAIA HOST BREAD SELLING STATIONS

Milaneza Bread selling stations rapidly expanded to other areas of the cities of Porto and Maia.

1960

FIRST PORTUGUESE LOAF OF BREAD

Launching of the first Portuguese sliced and packed loaf of bread.

1966

MILANEZA IN PAPER PACKAGES AND PROHIBITION OF BULK SELLING

By this time, Milaneza was already advertised in famous stores. Prohibition of selling bulk pasta and subsequent introduction of Milaneza pastas in paper packages, although maintaining the cellulose plastic packages.

1970

FIRST AUTOMATIC LINE FOR SPAGHETTI

Installation of the first automatic line for Spaghetti by Milaneza.

1978

PRODUCTION OF COOKIES AND BISCUITS BY MILANEZA

Considering the nature of the bread market, bread production was replaced by the production of Cookies and Biscuits with the Milaneza brand.

1980

RENOVATION AND REVAMPING OF THE BRAND

In the early 80’s, aware of the future problems and deep transformations arising from Portugal’s entry in the European Union, the brand started a large renovation and revamping operation. As such, the brand was redefined, namely in terms of packages and logo. The brand was subjected to a deep and very timely change, which allowed reaching a highly recognised size and place. In the meantime, large investments were made allowing Milaneza to resist the shock caused by the joining of Portugal to the European Union.

1986

NEW MILANEZA LOGO

Following the modernization project, a new Milaneza logo is launched and remained in place until 1993.

1994

MARKET LEADER IN PASTAS IN PORTUGAL

Milaneza appears with a new logo and a new image. The brand takes the lead in the market of food pastas in Portugal.

1996

OFFICIAL FOOD FOR THE PORTUGUESE OLYMPIC ATHLETES

Milaneza pastas are recognised as the Official Food for the Portuguese Olympic Athletes in the Atlanta Olympic Games.

1998

NEW PACKAGE WITH EASY OPENING AND CLOSING

Milaneza pastas introduce a new image and a new package format, more practical and with easy opening and closing.

2000

“FOR THOSE WHO LOVE PASTA”

Milaneza add campaign: “For those who love pasta”. Milaneza pastas are the Official Food of the Portuguese Olympic Committee for the Sydney Olympic Games.

2001

CYCLISTS WITH PASTA

Milaneza sponsors the professional cycling team of Maia, Maia Milaneza MSS. 2001 was a remarkable year for the team; in addition to wining the top position in the Tour of Portugal, it was the first Portuguese team to join the first division of UCI (Union Cycliste Internacionale).

2002

MEDITERRANEAN FLAVOURS

Considering the evolution of lifestyles and demography, which brought major changes to Portuguese food habits, with consumers giving preference to food products that can be easily and quickly prepared, as well as searching for new and different flavours…

Milaneza looks for a new position in the market and takes the lead as expert in meal solutions associated with pasta and Mediterranean gastronomy.

To mark this new position of the brand, a new Milaneza image is developed.

2003

CHILLED MEALS

As a result of a long tradition, the Milaneza brand developed a range of chilled “meal solutions” related to the world of pasta and Mediterranean gastronomy, comprised of pastas, sauces, pizzas and freshly prepared pasta meals, for those consumers that love pasta, have no time for preparing meals and value a healthy, natural and tasteful diet.

2004

“MILANEZA: A RECIPE FIT FOR EVERYTHING”

New add campaign: “Milaneza, a recipe fit for everything”. Due to the constant demands of the consumers, Milaneza launched a new product in the market, Capellini with egg.

2006

NEW IMAGE OF THE PASTA RANGE

New image of the pasta range by Milaneza.

2007

QUICHES AND A NEW IMAGE OF QUICHES

Launch of quiches: Quiche Lorraine and Vegetarian Quiche.
Renovation of the Chilled Pasta Image.

2008

FRESH READY MEALS

Milaneza launches new and delicious fresh meals, made with carefully selected ingredients. These meals are easy and quick to prepare and respond to the needs of the most demanding consumers.

2010

FROZEN READY MEALS AND PASTAS WITH FLAVOURS

Milaneza introduces new and delicious frozen meals made with chilled pasta and egg, with carefully selected fresh ingredients. Milaneza frozen meals are a good choice for those looking for a quick, tasteful and quality meal.

Launching of a new product segment, reinforcing the position and commitment of the brand: Milaneza, a recipe fit for everything.

Once again, the Milaneza brand shows an innovative stand, offering consumers a new solution for original meals, with its traditional quality.

2012

New identity

Milaneza bets on a new brand image: a new logotype and a new strapline – “Feed your Imagination” – which reinforces the emotional link with its consumers, all over the world. The packaging was completely renewed; it is now more modern and appealing. Also a new website was launched to reflect the brand dimension and modernity. It was also presented a new advertising film for television.

The “most Italian of the Portuguese pastas” continues to affirm its potential around the world and never stops surprising.

2013

New Products

Milaneza continues to innovate and offer new products to consumers.
2 different shapes special for children were launched: Mini Laços with vegetables and Margaridas with vegetables – source of vitamins, fiber and minerals. Kids like them because they have fun, and parents thank.
The Ethnic range was presented with Couscous, the opening for new gastronomic experiences.
Directly from the olive, a new pasta was born –”Macarronete com azeitona” (pasta with olive) came to enrich Milaneza Sabores range.
With a new recipe, a classic becomes even better – “Ninhos com ovo” (Nests with egg) are now more intense and appetizing.
Inspired by the summer and it’s sunny days, Milaneza also launched a new range: Special Salad: Búzios integrais (whole wheat pasta) and Laços Bicolor (pasta with pumpkin and beetroot).

2014

Massas Milaneza Kids

Milaneza strengthens its range, adding Daisies with Vegetables and Mini Bows with Vegetables to it.

Milaneza Natura

A balanced and healthy diet is more and more a concern for our costumers. For all those looking for balance in a thought-out diet but as well for those who look for products suitable for consumption for those who have certain intolerances or conditions (gluten intolerance, high cholesterol or constipation) Milaneza presents its new pasta range, Natura. A natural, healthy, varied, accessible to all, and above all, tasteful option.

2015

THIS CHRISTMAS SEASON, LET’S ALL HELP

This was the motto for the fund-raiser campaign we launched with UNICEF.
With the help of our consumers, we raised a total of 25.000€!

2016

TRUSTWORTHY BRAND

Thanks to the trust of our consumers, Milaneza was elected 2016’s Trustworthy Brand, reaching 1st place in the pasta food products category.

FROM THE PACK TO THE WOK

Thinking of the tendencies and needs of the consumers, Milaneza surprises us yet again with the launch of special pasta designed to cook on a Wok pan, ones that can be fully cooked and done in just 4 minutes.

2017

THE INVESTMENT IN INNOVATION CONTINUES

Milaneza continues to innovate and invest in differentiation, with the launch of 6 new products: Integral Couscous, Wok Noodles, Integral Lasagna, Gluten-free Lasagna,Radiators and Tri-color Lillies.

VERMICELLI / ANGEL HAIR AND JUSTA NOBRE’S CHEF EXPERTISE

To Reinvent Vermicelli was the motto for this partnership with the Chef Justa Nobre, which gave us, the brand, the honor of discovering new ideias on how to cook this pasta.

2018

ON THE VANGUARD OF TENDENCIES

Milaneza continues to anticipate the market tendencies, choosing now to invest on healthy nutrition. So a new range of pasta is launched, specializing in wholewheat pasta with oat fiber. These fiber rich pastas are becoming the choice of many of our consumers, especially sports people.