Italian food group Barilla is to relaunch its namesake pasta into one of the UK’s Big Four grocers – and is drawing up plans to also roll out sauces.
Nine pasta lines will go on sale at Tesco later this month, Barilla has confirmed. The company has secured listings with 800 Tesco stores. Pasta sauces will follow, Barilla told just-food.
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“Barilla never left the UK market, remaining always available in smaller stores – but decided instead to focus growth on bigger pasta markets like the US. The decision to go a step further again is because the UK market has now reached a size to justify a bigger investment,” a spokesperson told said.
The average UK consumer eats 2kg of pasta a year; in Italy, consumers eat 26kg on average.
The pasta lines to hit Tesco shelves include spaghetti, fusilli and tortiglioni, cannelloni, lasagne and tagliatelle. The estimated recommended retail price is between GBP1.60 (US$2.74) to GBP1.99 for 500g.
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