Harrisburg, Pa.-based New World Pasta Company (NWPC), a producer and marketer of branded dry pasta in the US and Canada, has initiated a nationwide launch of its Healthy Harvest Whole Wheat Blend pastas.
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The Healthy Harvest pastas, which will be sold under NWPC’s American Beauty, San Giorgio, Prince and Creamette brands, are a blend of enriched semolina and durum wheat.
“We have had Prince HealthyHarvest and Creamette Healthy Harvest Whole Wheat Blend pastas in test markets in the US, and we have been extremely pleased with our results,” said John Denton, chairman and CEO. “Consumers like the products, and our trade partners are excited about a whole new line of pastas which capitalise on the established trend of healthier eating.”
Steve Vesce, VP, marketing, added: “We’ve done our homework, and we know that families love pasta.”
“We are particularly pleased that the Healthy Harvest pastas have been certified by the American Heart Association (AHA) as foods which are low in saturated fat and cholesterol and can be part of a heart healthy diet. Each box of our Healthy Harvest pasta will carry the AHA’s familiar red heart with the white checkmark.
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By GlobalData“We’re backing this launch with tremendous levels of promotional support, including millions of introductory coupons, in-store merchandising, and store specific promotions.”
The new lines of pastas will begin appearing on store shelves as early as 1 July. Branded as San Giorgio Healthy Harvest, American Beauty Healthy Harvest, Prince Healthy Harvest and Creamette Healthy Harvest, these whole wheat pasta blends will come in various shapes, such as spaghetti, rotini, penne and elbows.
