UK-based food and drinks group Princes has added gluten-free variants to its Napolina vegetable pasta range, marking the brand’s first move into the free-from market.
Princes, which is owned by Japanese conglomerate Mitsubishi Corp., said the new “100%-organic” line, comprising Green Pea Fusilli and Red Lentil Penne, is part of a continuing programme of new product development for the brand, aiming “to tap into key market trends such as health, convenience and premiumisation”.
Go deeper with GlobalData
Marketing director for Napolina Neil Brownbill said: “The gluten and wheat-free market continues to grow rapidly and represents a significant opportunity for Napolina to deliver further category growth.”
Brownbill said: “Napolina’s strong brand awareness and consistent product quality will help drive sales and can add value to both the main fixture and the free-from fixture.”
In addition to being gluten-free, Princes said the new products “are a source of protein and fibre, with a 75g portion counting as one of the recommended five-a-day portions of fruit or vegetables”.
The new line is currently available in Sainsbury’s in the UK priced at GBP2.00 (US$2.59).
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThe launch follows the addition of a 50%/50% pasta with ‘hidden wholewheat’ to the Napolina range last year.
