PIZZAEXPRESS LAUNCH NEW PASTA SAUCES RANGE
All About Food, the company that puts restaurant brands onto supermarket shelves, is launching a range of PizzaExpress Pasta Sauces.
The range of four sauces, made in Southern Italy, are the first restaurant branded pasta sauces to enter the category.
The PizzaExpress Pasta Sauces range will include four variants: Pomodora Basilico (Tomato & Basil), Arrabiata (Tomato & Chilli), Amatriciana (Tomato & Pancetta) and Melanzane (Tomato & Aubergine).
Over three hundred restaurants nationwide deliver brand awareness and the launch will specifically receive both cross promotion support across PizzaExpress supermarket product ranges and public relations support.
As the first restaurant brand to enter the category, PizzaExpress Pasta Sauces hope to attract the twenty six million PizzaExpress consumers who visit the restaurants each year.
Furthermore, the brand aim recruit new users to the category and encourage current pasta sauce buyers to trade up.
Charlotte Dewshurst, All About Food Marketing Manager said of the launch:
“We’re delighted to be launching PizzaExpress Pasta Sauces. All PizzaExpress products provide consumers with an authentic taste of Italy and these sauces are no exception.”
Pizza Express is already a major player in supermarkets selling over 22million Pizzas and over 2 million bottles of Salad Dressing. PizzaExpress Pasta Sauces will undoubtably build on this success.
The new premium priced sauces (RRSP £1.99) will be available nationwide from September 2010 and hope to add incremental value to the category.
Charlotte Dewshurst continued, commenting on consumer reactions:
“Consumers felt that, as an Italian brand, PizzaExpress Pasta Sauces were a logical and appealing extension to the supermarket range of products.
When consumers tasted the sauces we received overwhelmingly positive comments! They said that the sauces tasted fresh, homemade and even wished that they could claim them as their own! ”
All About Food has also updated the packaging across its PizzaExpress Salad Dressings range.
The new packaging will be rolled out this month across the five strong PizzaExpress Salad Dressings range which consists of: House, House Light, Caesar Light, Honey & Mustard and Balsamic.
The update hopes to help to further leverage the link between the restaurants and the retail products, by ensuring that the dressings remain in line with the look and feel of the restaurants.
PizzaExpress sell 2,103,896 bottles of salad dressing per year and has 2 of the top 5 best selling salad dressings in the market, so the move to re-design the packaging makes sense to ensure the PizzaExpress brand retains on-shelf stand-out and consumer confidence.
Commenting on the new packaging, Dewhurst said:
“PizzaExpress Salad Dressings are the fastest growing branded salad dressings on the market, with over 2 million bottles flying off the shelves a year.
Consumers love that they can enjoy some of the exact same products that are used in PizzaExpress restaurants at home and the tweak to the design will help to really drive home this link.”
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