Part of a £7m spend on the brand this year, which includes heavyweight advertising behind the Bertolli banner, the new Rustico range features four sauces, all designed to give a new twist to pasta.
Made with Bertolli extra virgin olive oil, the line-up features Mediterranean Vegetables & Rosemary; Mushroom, Garlic & Oregano; Sweet Chilli & Red Onion; and Sweet Pepper & Thyme.
All come in smaller-than-standard 320g jars (rsp: £1.59) containing enough for one or two people. That compares with the standard Bertolli range’s rsp of £1.69 for a 500g jar. Rustico jars feature a black and gold label to distinguish them from the other Bertolli sauces.
Category planning manager Julie Gilroy said Rustico would particularly tap into the growing trend for one and two-person eating occasions, which she said accounted for 75% of all meals.
She added: “Bertolli is perfectly positioned to drive growth in the authentic sector with this range by targeting one to two person meal occasions.
“It is also recognised as an Italian masterbrand and its biggest ever £7m marketing spend outweighs other authentic players and is helping to drive new users into the pasta sauces sector.
“We are committed to establishing Bertolli as the Italian-inspired brand of choice in the UK within both multiple and convenience outlets.”