PASTA is the most popular evening meal in the UK according to Giovanni Rana whose chief executive, Gian Luca Rana, says innovation and creative marketing will be vital to ensure sales growth into 2016.
He said: “The brand has been successful by engaging new consumers who are interested in absolute authenticity.
“The fresh pasta aisle has never been more vibrant or exciting and consumers are always looking for new ideas and meal solutions.”
Giovanni Rana says it is the fresh filled market leader with a value share of 18.3% and growth in the year to May 2015 of 84.7%.
Its chief executive said: “Our Simply Italian range is an everyday product that includes authentic, popular Italian flavours and our Italian Indulgence range includes recipes such as Succulent Chicken & Rosemary Ravioli.”
UK consumers like to add sauce to their pasta, the company says, and Rana recommends that retailers display sauces and pasta together.
The firm relaunched its Perfect with Pasta Sauce range in film-sealed pots in May.
• Children’s cookery author Annabel Karmel has teamed up with Hello Kitty to launch a range of organic pasta shapes as part of the cartoon cat’s Year of Kindness.
The manufacturer says it wants to encourage young cooks to have fun in the kitchen and do a kind thing by making a meal for a friend or family member.
