Pasta brand Giovanni Rana, the UK brand leader, is aiming to grow its 6.1% share of Total Fresh Pasta and 7.7% of Fresh Filled Pasta with the launch of its Italian Indulgence range, and the addition of five new Simply Italian product variants.
The new Italian Indulgence Large Ravioli comprise four variants: Crumbly Ricotta, Shredded Baby Spinach & Mascarpone, Sun Blushed Tomato, Sliced Olives & Mozzarella, Succulent Chicken & Rosemary and Gorgonzola PDO & Crunchy Mellow Walnut.
The launch of the new Simply Italian variants include: Cured Italian Ham & Cheese Tortelloni, Selected Italian Cheeses Ravioli, Chicken & Mozzarella with Smoked Pancetta Ravioli, Rich Bolognese Tortelloni and Mushrooms with Creamy Ricotta Ravioli.
The existing range of Giovanni Rana packaging has also undergone a redesign. The revamped packaging will leave behind the old plastic tray format popular in the chilled pasta category and the product will now be sold in a new airtight paper bag format, which stands upright on-shelf, with a large window to view the product.
Available from Asda, Sainsbury's, Morrisons, Booths, Ocado, Whole Foods, Makro and convenience retailers with an MRRSP of £1.99 for Simply and £2.49 for Indulgence.
Pasta is the UK's most popular evening meal, yet chilled pasta features in just 3% of those meal occasions. 50% of the population have tried fresh pasta, yet penetration has remained static due to poor product experiences.