Sacla’ is aiming to widen the use of pesto with the launch of ‘stock melt’-format single-serve portions.
Rolling into Waitrose from next week, they are sold in a pack containing four 45g pots of the brand’s best-selling green pesto (rsp: £2.79). The supplier is hoping they will encourage consumers to add pesto to a wider range of dishes.
“These are simple to use and there will be no waste,” said Sacla’ MD Clare Blampied, who is hoping the new format could attract first-year sales of up to £2m. “Consumers might have been wary of opening a large jar just to use a little bit in a dish or to spread it on toast, for example.”
The launch comes as sales of the Sacla’ brand are growing ahead of the pesto market, up 10.2% by value and 5% by volume in a category up 1.6% by value and 5.4% by volume [IRI 52w/e 25 April 2015].
Blampied added the brand had grown sales despite a reduction in promotional activity and said the new format – priced at a premium to standard jars – would add value to the category.