Safeway is extending its year-old Italian range with 30 new products sourced from all over the Mediterranean region.
On-shelf from this week, the new lines include Spanish-style Meatballs with Roasted Paprika Potatoes, Chicken and Spinach Pasta Bake and Spaghetti Puttanesca.
Like the rest of the range, they claim to combine authentic, traditional recipes with a contemporary twist and, along with their stablemates, will be displayed under the We're talking real Italiano' sub-brand.
The full portfolio will get instore support from hanging banners, wobblers and shelf-edge barkers.
Product developer Stephanie Bacon said: "Italian cuisine has now become an essential part of the British diet, and consumers are looking to supermarkets for authentic and sophisticated recipes that are convenient and take the hassle out of cooking."