Dallaglio by Sacla', which hit shelves this month, is based on recipes originally cooked by the ex-England skipper's Italian father.
The range is aimed at family dining and comes in three variants: classic Bolognese; tomato, mozzarella and basil; and tomato, chilli and garlic (rsp: 2.39).
There was a gap in the market for a sauce with heritage, said Clare Blampied Sacla's UK MD. "The Dallaglio heritage dates back to Lawrence's aunt and uncle who ran fruit and veg markets in Piemonte, where Sacla' is based."
The partnership was "not just about slapping a name on", added Dallaglio. "It's an authentic brand, which we plan to build on, with antipasto being an obvious next step," he added.
Total pasta sauce sales are up 12.6% year-on-year to £304.9m [IRI 52w/e 5 September 2009].