Sacla’ aims to get Brits using more pesto with a new squeezy format.

It is looking to boost the penetration of pesto - currently just 17.5% [Kantar 2011] - through the roll-out of its two most popular flavours, basil and tomato, in squeezy tubes (rsp: £2.55) next month.

Sacla’ hoped the new products - which it said tasted the same as its jarred pesto but used a slightly different recipe - would encourage use on sandwiches, potatoes and salads. The products will keep for 28 days once opened rather than the 14 of Sacla’ jarred pesto.

The tubes - listed in Tesco, Sainsbury’s, The Co-op and Waitrose - will be supported by press ads, online activity and sampling.

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