Northern Pasta Co has secured its first bricks & mortar listing, rolling three lines into Waitrose.
The challenger brand’s signature radiatori, fusilli and rigatoni pastas have rolled out in stores nationwide (rsp: £3.95/450g).
The listing marks Northern Pasta’s first entry into a major high-street supermarket. The brand was previously stocked on Ocado and more than 250 independent retailers across the UK.
Founded in 2022 by husband-and-wife team Imogen Royall and Matt Kenyon, Northern Pasta produces small-batch spelt pasta from regeneratively grown British grains.
Its pastas are made at a solar-powered factory in Cumbria using traditional bronze dies and a slow 20-hour drying process.
The listing had allowed the brand to “support more British farmers practising regenerative agriculture while bringing truly great pasta to more people’s tables”, Kenyon said.
In Waitrose, Northern Pasta Co was “thrilled to be partnering with a retailer that shares our commitment to quality, sustainability and provenance”, Royall added.
“This launch underpins our mission to support British farmers and celebrates the future of regenerative agriculture,” said Charlotte Kissane, pasta buyer at Waitrose. “By championing ancient grains like British-grown spelt, Northern Pasta Co proves that we can restore the health of our soil while delivering a truly superior, nutrient-dense pasta to our customers’ plates.”
The listing coincides with the launch of Northern Pasta Co’s first cookbook, Pasta for the People, next month.
Written by Royall, the book features recipes from Northern Pasta’s kitchen alongside contributions from celebrated chefs and food creators.
Northern Pasta Co was awarded Paper Pack of the Year at The Grocer’s New Product & Packaging Awards 2025, with judges praising its zero-plastic packaging and “bold, block-colour design”
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