Sacla stretches into fresh pasta
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Sacla, the pesto and pasta sauce brand, is launching its first fresh food range in a bid to fill the gap for premium branded products in the category.
The range of chilled pesto, pasta sauces and pasta has been developed to complement Sacla’s existing ambient on shelf range. It is hoped that the range will provide consumers with a “super convenient, quality” offering.
The category is dominated by supermarket own-label ranges and a small number of independent brands such as Giovanni Rana.
Clare Blampied, founder of Sacla UK, says: “Channel and brand stretch has always been on the agenda but now that the brand is established the time is right to move into chilled. There aren’t a lot of brands in the category so there was an opportunity to bring innovation to the market.”
She adds that the chilled range makes pasta more premium and aspirational. Design agency Parker Williams created new packaging to translate the brand into the new category.
The brand claims to have pioneered pesto in the UK and now has 50% of the UK market.
Sacla intends to roll out the chilled range to 60 countries worldwide after the UK trial, and hopes to replicate its market leading position.
“We hope that by offering great taste, quality and authenticity, we can assert our leadership in the chilled category,” Blampied adds.
The launch will be supported in store with point of sale material, digital and press activity and a PR campaign to drive trial. Activity will include a partnership with The Friday Dinner Club to launch a pop up restaurant to introduce food bloggers to the new range.
YouGov Insight:
Pasta
· 6 in 10 grocery shoppers in the YouGov SixthSense Kitchen Cupboard survey eat pasta at least once a week or more than once a week.
· Consumers are more than twice as likely to eat dried pasta (86%) as fresh pasta (40%).
· Twice as many women as men think that pasta is fattening.
· Those in the ABC1 social category are more likely than their C2DE counterparts to eat fresh pasta. (44% versus 34%)
· Men and women aged over 55, are most likely to only eat pasta 2 or 3 times a month or not at all, reflecting the ‘meat and two veg’ school of nutrition in which they were raised.
Click here for more information on this YouGov market report
