Donatantonio range

Lupetta is launching with a range of five Italian lines

Importer and distributor Donatantonio has developed its first range of retail products.

Named Lupetta - Italian for wolf cub - the range will initially comprise five regional products, but the Borehamwood-based business is hoping to extend it to 20 by the end of the year. The debut line-up comprises: a cherry tomato sauce in a traditional beer-style crown-capped bottle; a ’Nduja paste made from Calabrian pork; semi-dried cherry tomatoes; tinned San Marzano tomatoes; and balsamic vinegar of Modena (rsps from £1.75 to £4.99)

The products will be sold at a slight premium to the mainstream but below niche, speciality lines, said Donatantonio CEO Simon Bell, former MD of New Covent Garden Soup Co.

“People want the reassurance that if they spend a little bit more on their ingredients they will make a dish they will enjoy,” he added.

The company is now taking the range to retailers and is considering expanding the brand into dried pasta, which Bell admitted was a competitive category.

“It is crowded but we have years of experience, and have great suppliers,” he said.