‘Sold out’: Messina launches new $15 gelato tubs in Woolworths

A cult Australian brand has launched its first ever collaboration with the supermarket giant – and stock is flying off the shelves.

One of Australia’s favourite gelato brands has just launched into Woolworths – and the new product has proved so popular, it’s already “sold out” in many stores.

Messina has collaborated with the supermarket giant to sell its best-selling flavours in a new tub format.

The collaboration is a first for the beloved gelato chain, and features six of their signature flavours, Dulce De Leche, Messina Hazelnut Praline, Messina Robert Brownie Jr., Messina Super Vanilla, and Messina Pistachio Praline.

Messina has also released three ice cream cakes into Woolies, priced at $30 each, in Tirimasu, Choc Malt Bavarian and an Iced-Cocoa Bavarian flavours.

In true Aussie style, the range has only been available for a little over a week, yet it’s already a hot commodity.

“Customers are loving the range, with Pistachio Praline emerging as a clear favourite and Dulce de Leche not far behind,” Matthew Bell from supermarket’s ice cream team told news.com.au.

Messina is expanding their reach with sellout success

Messina owner Nick Palumbo said the reaction to the $14.50 Woolworths tubs had exceeded expectations, revealing the 457ml product had “instantly sold out” in many stores.

“We’ve been asked to do a supermarket range for years, and we never entertained it as we didn’t want to do a cheap product that didn’t reflect our brand,” he told news.com.au.

“This time, Woolworths came to us to partner on a premium product, which meant we could use proper ingredients, and the quality is something we’re happy to have in a supermarket aisle.”

The range will be available in 800 Woolworths nationwide. Picture: Supplied

He said the brand was also driven by a desire to make its iconic gelatos accessible to those who don’t live near one of its shops – with the introduction into 800 Woolies stores meaning even more Australians have access to the artisan brand.

“Most of the stock sold out straight away, so Woolworths are pushing through to get more stock on shelves, and we are busy making the additions at our end,” Mr Palumbo added.

“With supermarkets, it does take slightly longer to get through the cold chain, so hoping we’ll be fully stocked and back on shelf in a week or so – bear with us.”

Woolworths said customers can check the latest stock availability of any of its products using the “check stock in our stores” tool on its website.

Pistachio Praline has already become a fan favourite. Picture: TikTok/@nectoriouspapi

Dulce De Leche was not far behind. Picture: TikTok/@woolworths_au

TikTok is going crazy over the new tubs

Those who managed to get their hands on the coveted tubs have since taken to TikTok to share their reactions and taste tests.

Overall, influencers, foodies and everyday Aussies alike have agreed that the range is delicious.

After Melbourne food reviewer @nectoriouspapi tried the Dulce De Leche flavour, he claimed it was “amazing, but did we expect anything less from Messina?”

And speaking of Pistachio Praline, he said it “didn’t miss” either and had the quality you’d expect from the local gelatarias.

He particularly called out the generous additions of pistachios and pistachio fudge mixed in throughout the tub.

Other content creators including @joytanpillay admitted the nutty flavour was “so good but so dangerous,” and @serenas__cucina said she loved how “creamy” it was.

TikToker @d_vanlieshout echoed this and told his followers to, “get yourselves a tub this weekend and indulge.”

But as the hashtags “#Messina” and “#Woolworths” gained traction online, so did the sentiment that the tubs were “overpriced”.

“$14.50 for less than half a litre. That’s gonna be a no from me [unless] they do a half-price special,” voiced one user.

Others called the price “crazy” and “outrageous” while someone else said they “had to do a double take” while browsing the freezer aisle.

Although some shoppers may consider the price steep, Messina pointed out to disgruntled commenters that it’s “$5 cheaper than our in-store 500mL” and encouraged everyone to watch for discounts at Woolworths.