Convenience pasta makes UK debut
Ebro Puleva has launched its Panzani Express Microwaveable Pasta in the UK.
The Spanish food giant is introducing the dry pasta range through Ebro’s UK subsidiary, S&B Herba Foods.
Shirley Griffiths, Panzani’s marketing manager, said: "We identified a real gap in the UK market need for convenient, good quality pasta with sauce.
"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 varieties: Penne with tomato and Italian herbs, Penne with carbonara sauce, Tortellini with cheese and tomato, and Fusilli with bolognese sauce.
Mike Abbott, UK retail sales manager for Panzani, added: "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.
"We intend to replicate this European success in the UK, using the express microwaveable product range to build a sales value of over £3 million in the first two years."
The range has an RRP of £1.89 and is available at Booker Cash & Carry, Bestway Foods, Nisa and Costcutter.
Copyright © PA Business 2008
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