Italian restaurant chain Carluccio’s will make its supermarket debut next month.
A 17-strong line-up, comprising seven complete meals, four fresh sauces, four fresh pastas and two fresh breads, will launch into the Italian ready meals section of 114 Sainsbury’s stores from 18 July.
Prices range from £1.50 for the breads to up to £6 for meals such as baked lasagne and chicken in tomato & white wine sauce. The range also includes wild boar pappardelle, mushroom tortelloni, and caramelised garlic flat bread. It is exclusive to grocery and will not be available from Carluccio’s 63 restaurants, which already sell a range of Italian store cupboard staples.
Carluccio’s was founded as an Italian food shop by chef Antonio Carluccio and opened its first restaurant in central London in 1999. Six years later the business floated on AIM at a value of £54m, and in September 2010 was sold to Middle Eastern retail and leisure group Landmark for £90m.
The new range is being produced under licence by Bakkavör, which approached Carluccio’s two years ago with the idea of developing the products. The supplier has worked closely with Carluccio’s executive chef and CEO Simon Kossoff to ensure the range reflects the quality and Italian authenticity of the restaurant’s menu.
“We feel the brand will stand up strongly against any other product currently in the Italian food category in the supermarkets,” added Kossoff.
Kossoff said he would like to see distribution widen in the future. The Sainsbury’s roll-out would be supported with price promotions, he said, and some products would work well in a meal deal. The launch will have PR and marketing support including social media activity and PoS in the restaurants and Sainsbury’s.