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April 17, 2012

UK: Kerry targets pasta category with Wall’s “sausageballs”

Kerry Group is launching a range of "sausageballs" under its Wall's brand designed to build on the growing popularity of pasta in the UK.

Kerry Group is launching a range of “sausageballs” under its Wall’s brand designed to build on the growing popularity of pasta in the UK.

The Perfect for Pasta range has been developed for use in pasta dishes and will be sold in packs of 20 at a recommended retail price of GBP2.50 (US$4), the company said. The product is available at Sainsbury’s and listings with Asda, Tesco and Morrisons will follow.

April Redmond, chief marketing officer at the group’s Kerry Foods consumer arm, said: “We know from our research that mums are always looking to cook new dishes for the family, but often struggle to find the time to try out new recipes or prepare complicated meals from scratch. We launched Perfect for Pasta to offer an exciting, wholesome solution to this dilemma.”

Pasta is the most popular evening meal in the UK and is still growing in popularity at a rate of 5% a year, Kerry said. The meatball category is also growing, and is up 32% year-on-year to GBP15.2m, the company emphasised. 

The launch will be backed by in-store and digital activity including a cross-category promotion with the Cook Italian pasta brand, due to roll out on Tesco.com over the summer. In-store POS will include new barkers, recipe cards and introductory offers will also be used to drive trial, the company revealed.  

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