Amorino pursues further UK expansion with Seeds Consulting

Amorino pursues further UK expansion with Seeds Consulting
15.02.2023 seeds-consulting

London, 15th February 2023.

Italian gelato brand Amorino is escalating its UK franchise expansion by retaining food franchise specialist Seeds Consulting. On the back of its successful post-Covid performance in major cities such as London and Leeds, as well as its regional sites like Marlow, the brand is now looking to expand across the UK from 20 units to over 30 units by the end of 2023.

The brand has already proven over the years that the UK is currently a key market for Amorino as it has the knowledge and the know-how to expand and to grow throughout the country thanks to its business model. Today the UK has strategic venues that are of high value for their next openings.

UK MD Hubert Attali comments: “I am thrilled to announce our partnership with Seeds Consulting as we pursue further growth in the UK market. At Amorino, we are dedicated to sharing the authentic taste of Italian gelato with the world, and with Seeds Consulting’s expertise in franchise development, I am confident that we will be able to bring our great gelato to even more communities across the UK“.

Amorino was founded in 2002 with the mission of sharing the true taste of the finest Italian gelato recipes with the world. The brand is committed to creating the best quality of delicious gelato by using only fresh products such as whole milk from Normandy and organic eggs. No artificial colouring and flavours are used to produce the gelato Amorino. The tempting range includes classics such as Vanilla Bourbon of Madagascar, Amorino chocolate, and pistachio as well as seasonal limited-edition favourites such as Bergamot and White Chocolate, Black Pepper and Tonka (Spring 2023 flavours). No matter the flavour, ingredients are always sourced from authentic sources of the highest calibre. As a result of its focus on organic flavours and emphasis on environmentally friendly production, Amorino has been a recipient of many awards including the Vegan Society’s seal of approval for its entire range of sorbets, the Quality Charter for Artisanal Ice Creams of France by the CNGF (Confédération National de Glacier de France), and ECOCERT certification.

Matteo Frigeri, founder of Seeds Consulting, shares his enthusiasm for working with the brand: “At Seeds Consulting we always aspire with the best brand in each category, and for us Amorino is the undisputed leader in gelato. Apart from the sheer store count – there are over 200 Amorino locations worldwide – what sets it apart from other gelato franchises is a strong EBITDA margin, especially considering we are not charging any turnover royalties, and the fact that the system has been designed to be exceptionally easy to run. We already have a strong, growing presence in central and suburban London and we are now looking to develop more regionally and in shopping and leisure schemes”.

The partnership with Seeds Consulting is not limited to just the UK but across other new and existing markets where Amorino is accelerating. Head of international Development Casper Doorten explains: “Amorino’s growth plan for the coming years is based on two pillars: (i) clear focus on its key markets (including the United Kingdom) and (ii) strategic expansion into new territories that will generate high performing stores and ambitious store development “.

Amorino is currently seeking experienced retail or food operators for master franchise, multi-unit, and single unit developments. Notably, the brand can function well with minimal staffing costs and it offers to franchisees a proven turn-key solution with extensive support prior, and during launch. Given the well-integrated supply chain, the product is always consistent with profit margins that can be exceptional. Continued support after launch is available through ongoing training schemes, global marketing initiatives, and menu development.


London-based Seeds Consulting is a leading franchise consultancy specialising in national and international business development for food concepts. Founded in 2010 by Matteo Frigeri and David Liveing, the company is the developing force behind international restaurant groups and small to mid-sized companies with strong upcoming brands and an appetite for growth in EMEA. 


Amorino is an international brand of gelato shops headquartered outside of Paris, France. The company was founded in 2002 by Cristiano Sereni and Paolo Benassi, two childhood friends from Reggio Emilia, Italy.

The first shop opened in Paris on Île Saint-Louis in 2002 and has grown in a competitive market, offering gelato and sorbetto made according to Italian tradition. As of February 2023, the company has more than 200 stores in Europe, the United States, and Mexico. Alongside its iconic flower-shaped gelato, Amorino shops also offer gelato macarons, crêpes, waffles, tarts, milkshakes , and Italian-style hot chocolate and coffee.

For further information:

Liam Woolrich
Marketing Manager – Seeds Consulting
T:+44(0)7593 390819


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