Napolina is set to stir up competition with Nestlé’s number one pasta brand Buitoni with a new range of easy-cook pasta and rice dishes.
Made in Italy to Italian recipes, the five-strong range comprises Fettuccine with Tomato & Mushrooms; Reginelle with Pesto; Tortellini with Tomato, Basil & Paprika; and two rice dishes - Risotto Milanese and Risotto with Porcini Mushrooms. The tortellini contains meat - all of the others are suitable for vegetarians.
Rolling out now, the newcomers come packed in 120g boxes with an rsp of 99p.
And they follow Buitoni’s recent launch of a three-strong range of stuffed dry tortelloni
pasta (The Grocer, October 9, p66). Neil Brownbill, marketing director of Princes International Trading division, which owns the Napolina brand, said: “Contrary to popular belief, the Italians do not always spend hours working in the kitchen when preparing their meals.
“They do use these types of ready-to-cook pasta and rice dishes when home cooking.”
The new range has already won listings in Tesco and Asda and is being supported by in-store activity.
Brownbill added: “With this new range, we are injecting authenticity and credibility to the easy-to-cook savoury packet pasta and rice sector. Consumer perception of the quality of these types of convenience products is low but we are challenging that perception with this premium range that is made to authentic Italian recipes.”
He said the new offerings were a strong sales opportunity and Napolina would use cross-promotion mechanics across its range of Italian products - which now includes oils, pasta, tomatoes and cooking sauces.
“Napolina is the only brand that can cross-promote across a number of Italian categories.”
Sean McAllister