Buitoni is claiming a first in the dry pasta category with a white pasta that has all the benefits of its wholewheat alternative.
From January the company is launching its Fibre Rich pasta, which contains the same amount of fibre as wholewheat pasta but which has all the taste of Buitoni’s standard white product, it said.
Three products will be given a fibre-rich makeover - spaghetti, penne rigate and fusilli, all of which will come in 500g packs.
Marketing support for the brand kicks off in April next year, with press advertisements, in-store activity and on-pack promotions. Brand owner Nestlé said that the wholewheat pasta market was worth £6.6m and that it intended to grow the market through making products much more appealing to consumers. Wholewheat had a negative taste that needed to be overcome, it said.
Anna Maginness, Buitoni assistant brand manager said: “Buitoni Fibre Rich pasta is aimed at consumers who want all the fibre of wholewheat but with the taste and texture of original white pasta.
“The product will also attract mothers who are looking at new ways in which to give their families more fibre as part of an everyday balanced diet.”
According to TNS, the market for dried pasta rose in value by 5% year-on-year to £120m driven by shapes and plain noodles [52 w/e September 11, 2005].
Spaghetti, tagliatelle and macaroni all dropped in value, however, down 3%, 5% and 9% respectively.
Stefan Chomka