Puglisi, which has been making pasta since 1880, has developed Linea Premium, a 10-strong range that it hopes will add value back to the market.
It comprises popular shapes such as spaghetti and penne as well as shapes traditional to north east Sicily, such as maccheroncini di casa, and spaccarella casareccia, which are exclusive to Puglisi.
MD Alessio Puglisi said: “The English consumer is
underestimated and retailers think they don’t understand pasta - but English people do understand quality.”
Puglisi uses a slow-drying process at low temperatures so that the pasta retains more vitamins and proteins compared with other pasta, which is dried at high temperatures. It is positioned to compete against top end brands such as Napoli and Loyd Grossman, with an rsp of 85-95p for 500g.
According to TNS, while spaghetti grew by 2% in value year-on-year in 2004, other dry pastas dropped in value by 6% [52 w/e September 12, 2004].
The range will initially be available from Bestway and Puglisi is trying to secure listings with the major multiples. The brand was previously available in a limited form in Safeway.