Italian cooking brand Napolina has made its first move into the free-from category with the launch of a vegetable pasta range.
The brand’s new gluten-free lineup comprises Green Pea Fusilli and Red Lentil Penne variants (rsp: £2/250g) – the latest in an ongoing NPD programme “aligned with key market trends such as health, convenience and premiumisation”, according to Napolina, which last year saw its pasta portfolio’s value sales fall by 14.1% to £31m [Nielsen 52 w/e 15 October 2016].
The rapidly growing free-from market represented a significant opportunity for the Princes Foods brand to deliver further category growth, said Napolina marketing director Neil Brownbill.
“Our cross-category strength and Italian heritage will work to our advantage, and we believe our trusted brand status will encourage trial from gluten allergy sufferers as well as those looking for alternative pasta for lifestyle reasons,” he added.
Available now from Sainsbury’s, the range’s launch is set to be backed by an integrated campaign over coming months, including advertising, PR and content on the YouTube channel Cooking with Napolina.
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