Pasta has become a staple of the British diet with household penetration of about 75%, but we still don’t eat much of it compared to our European counterparts, which shows there is great scope for expansion.

The market for pasta and pasta sauces has reached an estimated £355m, according to TNS.

And despite the best attempts by the Atkins diet to make carbohydrates public enemy number one, the latest diet craze appears to have had a negligible effect on sales and on pasta’s reputation as a healthy convenience food.

Pasta’s prospects look good. It appeals to consumers across the age and socio-economic horizon, from teenagers with an aversion to cooking to dedicated foodies.

See The Grocer magazine for more information in this week’s Focus on Pasta and Pasta sauces - out Saturday.