Napolina is also expanding its extensive pulses range with the launch of 400g canned Lentils, as part of its on-going commitment to align with key market trends including convenience, scratch cooking and health.
As brand leader, Napolina is well placed to add value to an already growing category (+£754k in the past year) , tapping into the increasing number of consumers reducing meat consumption and opting for a flexitarian / vegetarian diet.
The launch also supports the on-going convenience trend, as the lentils are ready to use and do not need to be soaked for hours. High in protein and fibre and counting towards the recommended five a day.
Neil Brownbill, Marketing Director for Napolina, commented: “Expanding our successful pulses range represents a real opportunity for the Napolina brand to align with wider consumer trends and will support the category as a whole.
“Our trusted brand status means Napolina can be used to signpost the fixture and our unique cross category strength offers potential to recruit shoppers from other aisles.”
To further grow brand awareness (currently at 74% ) and support its ongoing NPD programme, Napolina will implement primetime TV sponsorship which will be supported by digital marketing, PR and an aligned promotional plan.
The new Napolina Lentils will also benefit from the brand’s on-going integrated marketing activity focussed on consumer education and inspiration.
This includes the YouTube channel, ‘Cooking with Napolina’, which helps consumers learn how to cook simple Italian dishes and provides a series of helpful videos including ‘What are Pulses and how to use them’, ‘Lentil Bolognese’ as well as other Italian classics.
The new Napolina Lentils are now available in store, RSP £0.85.