Giovanni Rana is introducing a new giant ravioli range into Asda to help boost sales of chilled pasta compared with the faster-growing dry category.
The four-strong Trattoria range comprises large squares containing a chunky filling rather than the smooth paste in regular-sized ravioli. It is available now in porcini mushroom, tomato & mozzarella, goats cheese & caramelised onion and blended aromatic cheese (rsp: £2.29).
The product was a unique addition to UK retail, said Stephen Hull, Rana brand development director. He claimed filled variants were driving sales in the overall fresh pasta category, which have grown 2.8% to £103m [Kantar 52w/e 24 January 2010]. He anticipated the NPD would roll out to other retailers this year.
The four-strong Trattoria range comprises large squares containing a chunky filling rather than the smooth paste in regular-sized ravioli. It is available now in porcini mushroom, tomato & mozzarella, goats cheese & caramelised onion and blended aromatic cheese (rsp: £2.29).
The product was a unique addition to UK retail, said Stephen Hull, Rana brand development director. He claimed filled variants were driving sales in the overall fresh pasta category, which have grown 2.8% to £103m [Kantar 52w/e 24 January 2010]. He anticipated the NPD would roll out to other retailers this year.
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