Caputo Introduces New Packaging Across U.S. Retail Flour Range
Italian flour producer Caputo has unveiled a redesigned packaging concept for its U.S. retail flour portfolio, aiming to better communicate its heritage, milling philosophy, and product differentiation to American bakers.
Founded in Naples in 1924, Caputo is one of the most imported Italian flour brands in North America. The new packaging reflects the company’s century-old tradition of slow milling and precise grain selection, while modernizing its visual identity for today’s retail market.
According to the company, the redesign brings greater clarity to Caputo’s product range and reinforces its long-standing philosophy of “A Flour For Every Purpose.” The full U.S. lineup now includes the newly launched Caputo “00” Bread Flour, alongside “00” Baking Flour, “00” Pizzeria Flour, “00” Pasta Fresca Flour, Semola Flour, Gluten Free Flour, and “00” Chef’s Flour. All products are currently available online.
The updated front-of-pack design highlights Caputo’s core values, including all-natural ingredients, no additives, unbleached and unbromated flour, and Non-GMO certification. These elements emphasize the brand’s traditional milling process and commitment to quality.
For the first time, Caputo has added protein content and W strength values directly on the packaging, providing professional and serious home bakers with technical data to support consistent dough performance. The back panels also include simplified explanations of what “00” flour means and how each variety is designed for a specific baking application.
To emphasize its origins, the new packaging features an illustrated map showing Caputo’s mill in Naples, along with nearby coastal landmarks such as Capri, Sorrento, Positano, and Amalfi. Caputo remains one of the few mills still operating within the city it represents, a distinction that has made it a cultural symbol of Naples.
Color coding plays a central role in the redesign. Often referred to as “the mill of a thousand colors,” Caputo uses distinct colors to differentiate each SKU, improving shelf recognition while maintaining brand consistency.
“This redesign lets us tell the full Caputo story right on the bag,” said Alexandra Mortati, Marketing Director at Orlando Foods, the exclusive U.S. importer and distributor of Caputo. “By highlighting Caputo’s heritage, values, and the technical details bakers rely on, the new packaging brings Naples a little closer to every kitchen.”
Caputo stated that its production process remains unchanged, continuing its tradition of slow milling and careful blending. The company views the packaging update as part of a broader investment in education, transparency, and storytelling as it expands its presence in the U.S. market.
The new packaging is rolling out online this month, with wider retail distribution expected through early 2026.
