Bella Cucina has reimagined Italian flavour through a modern lens: confident, design-led, and founded by Alli Bailey and Kahn Vocale.
Bailey grew up in a household surrounded by FMCG innovation for more than 35 years. Conversations about packaging, flavour, and retail happened daily around the dinner table, and she saw firsthand how bold ideas and execution can transform categories, and wanted to bring that same energy to the pasta sauce aisle.
At the same time, Vocale has extensive experience in food manufacturing and operations, turning creative ideas into commercially successful products. Together, they’ve built a brand driven by innovation, collaboration, and the courage to do things differently.
“We wanted to do something that looked different, tasted different, and felt modern. The category had become predictable: Same jars, same stories,” said Vocale.
“Bella Cucina bridges authentic Italian cooking with a contemporary Australian mindset, delivering flavour, freshness, and a cleaner footprint. It’s about giving shoppers something genuinely exciting again.”
The Bella Cucina range includes Pomodoro, Arrabbiata, Basil Sugo, Passata, and Alla Vodka. Vocale said they started with the classics and core flavours people already loved, while showcasing what Bella Cucina stands for: quality ingredients, authentic taste, and versatility.
He added that the bold blue pouch was deliberately chosen to stop shoppers in their tracks, as it feels premium yet approachable. The packaging is lighter to transport, uses less material, and lowers the carbon footprint, which is better for the planet and better for shoppers.
“We’re contrarian by nature and want to play where the consumer’s going, not where they’ve been. The pouch format simply makes more sense for the next generation of shoppers.”
Convenience has become a significant driver in the category as consumers want real food without the effort. Bella Cucina delivers authentic flavour, premium ingredients, and speed, all in one.
“It’s honest, simple, and made for the way people actually cook and eat today.”
Vocale mentioned that Bella Cucina’s partnership with Woolworths has been outstanding, as it’s not just about having a retailer; it’s about having a buying team that genuinely values innovation and wants to excite customers.
He said that a shared mindset has been critical to creating something new and relevant for today’s shopper.
Bella Cucina has already seen strong interest from Coles, independents, and other retail partners, with Vocale hinting that collaborations, meal bundles, and creative cross-category partnerships would be the next step.
“Our business is built on innovation, and with the support of our retail partners, we’re excited to keep bringing new ideas to market. The category and the consumer will both be excited by what’s coming next.”
