Mutti has unveiled a £6m push for its growing pasta sauce portfolio, including a nationwide sampling campaign featuring celebrity chef and brand ambassador Gennaro Contaldo.
The Mutti Pasta Sauce Tour will visit seven major UK cities in May, serving more than 25,000 hot pasta portions and distributing nearly 100,000 sample jars.
The tour opens at Battersea Power Station in London, where Gennaro Contaldo – the chef credited with teaching Jamie Oliver to cook Italian – will host live demonstrations and make fresh pasta by hand on 9 and 10 May.
The activity comes as Mutti’s Italian pasta sauce range passes £6.8m in UK retail sales value, having driven more than 25% of category value growth and 33% of category volume growth [NIQ 52 w/e 18 April 2026].
Building on Mutti’s first television campaign for its pasta sauce range in April, the sampling tour gives the brand its first opportunity to put the sauces “directly into shoppers’ hands at scale”, it said.
The sampling campaign runs alongside an ongoing influencer programme targeting home-cooking audiences seeking restaurant-quality food at home, with further TV and in-store activity planned throughout 2026.
The tour schedule includes stops in London (8-10 May), Birmingham (13-14 May), Leeds (16-17 May), Manchester (19-20 May), Liverpool (22-24 May), Edinburgh (27-28 May) and Cardiff (30-31 May). All events will run from 10am to 6pm daily and are free to attend.
“This tour is our chance to share that passion face-to-face with shoppers and show them how Mutti can elevate everyday cooking, turning a quick midweek meal into restaurant-quality food at home,” said Graham Phelan, marketing manager at Mutti UK.
“Alongside our ongoing TV, influencer and in-store activity, the tour is a key part of how we’re continuing to invest behind the brand, and it’s an exciting moment for us, especially given how quickly Mutti has become the fastest-growing name in the category.”
No comments yet