Spanish food giant Ebro Puleva has debuted its Panzani dry pasta brand in the UK.
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Panzani Express Microwaveable Pasta has been launched onto the UK market via Ebro’s UK subsidiary, S&B Herba Foods.
“We identified a real gap in the UK market need for convenient, good quality pasta with sauce,” said Shirley Griffiths, Panzani marketing manager. “Panzani Express Microwaveable Pasta is a perfect profit generator for wholesalers, cash & carries and independent retailers looking to tap into the lucrative convenience food sector.”
The range is available in four combinations; Penne with tomato and Italian herbs; Penne with carbonara sauce; Tortellini with cheese and tomato; and Fusilli with bolognese sauce.
The range has an RRP of GBP1.89 (US$3.06) and is currently listed in Booker Cash & Carry, Bestway Foods, Nisa and Costcutter.
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By GlobalData“Panzani is one of the top four brands in France with 49% market share in ambient pasta, a 36% market share in ambient pasta sauce and is number two in Europe for dry pasta,” Mike Abbott, UK retail sales manager for Panzani, added. “We intend to replicate this European success in the UK, using the express microwavable product range to build a sales value of over GBP3m in the first two years and maximise profits for our independent retail trade customers.”
