Dell'Ugo pink pasta

Dell’Ugo is rolling out pink pasta to mark Breast Cancer Awareness Month

Fresh pasta brand Dell’Ugo has launched a limited-edition pink pasta in support of Breast Cancer Awareness Month.

The pink Beetroot and Goats’ Cheese Fiorelli with Pomegranate & Mint (rsp: £3.49/250g) will be available from Waitrose stores nationwide from 4 October for a month, with 10p from each pack sold going to the Breast Cancer Care charity, which organises the October event.

“Our fresh pink pasta offers a unique combination of flavours and we are proud to be supporting Breast Cancer Care,” said head of marketing Helena Jevons.

The new variant, which comes in eye-catching bright pink packaging, was the first in a line of “exciting and innovative” limited edition pastas planned for the brand, she said.

Last year, Waitrose grew its value share of the chilled pasta sector by 11% to claim a 12.8% market share [Nielsen 52 w/e 22 June 2013].