Pesto specialist Sacla’ UK is making its first move into dried pasta - while scaling back the number of lines in the chilled range launched last year.
The three-strong dried pasta line-up (rsp: £2.19), rolling out to Co-op Group stores this week, has been developed to sit in the middle ground between own-label and premium dried products.
The pasta is shaped with a traditional bronze die to give a textured surface that grips sauce and is available in three varieties: fusilli, large penne giganti pasta quills, and conchiglie shells.
“The products have been designed to match our bestselling sauces,” said Sacla’ UK MD Clare Blampied.
She added that the company had stripped back the 20-strong range of fresh pasta, pesto and sauces it announced last May to eight - orecchiette and trofie pasta, red and green pesto and four sauces. Products are currently stocked in Waitrose, Ocado, Budgens and Booths.
“We launched with a wide range. We had big ambitions - perhaps too big at the time,” said Blampied, adding that the company remained committed to fresh.
Sacla’ has now appointed a commercial director (see p53) to oversee fresh and ambient products, and has brought distribution of the chilled goods, which was outsourced, in house. Blampied said further work would be done before the chilled range was presented to supermarkets again. l Sacla’ is next week rolling out a 950ml Heinz-style resealable fridge-pack of its tomato sauce to The Co-op Group stores (rsp: £3.99).