FieldFresh Foods, a venture between India’s Bharti Enterprises and Singapore-listed Del Monte Pacific, has launched pasta sauces across India.
The venture has started to sell the products throughout India as demand for Italian food grows and producers vie for market share.
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“Authentic Italian cuisine is the next big thing,” said Yogesh Bellani, head of FieldFresh’s Del Monte Foods division. “A large segment of consumers is used to buying domestic vermicelli and macaroni and are seen to be upgrading to more authentic and easy-to-cook options.”
In a 2010 survey by The Associated Chambers of Commerce & Industry of India, 82% of respondents said they would like to eat pasta at home.
The Del Monte branded range -Arrabiatta, Tomato & Basil, Vegetable Bolognese and Siciliana – is in 340g glass jars priced upward of INR165 (US$3.67). The roll out follows Dr Oetker’s launch of pasta sauces in India through its Fun Foods subsidiary.
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