Discovery Foods to extend brand with pasta sauce launch

Discovery Foods is extending its brand into a new category, with the launch of a range of pasta sauces called the New York Italian Big Flavour Pasta Sauce range.

Discovery has in the past been associated with Mexican and American sauces, but its new sauce range will be positioned as an alternative to traditional Italian sauces.

The range has been developed to offer consumers new flavours for pasta that have more intensity than other sauces. It has five flavours, including Hot Pepper & Cheese and Sun-dried Tomato & Roasted Garlic. The launch will be supported by a campaign, which is being developed by Discovery’s agency Hooper Galton.

Discovery Foods marketing director Paul Vita says that the ads will be developed under its “Discovery’s Eat Different” campaign. Discovery recently launched two new press ads using the strapline to support its two-step fajitas seasoning sauce, and its Wrap n’ Roll range of wraps. It has also added two flavours to the wrap range, Tomato & Chilli and Garlic & Coriander.

Vita also says that the Discovery brand is planning to extend into a number of different cuisines and categories. The brand targets people who enjoy adventurous food, but do not have the time or the skills to make it from scratch.

Discovery appointed Hooper Galton to its business in January 2002 (MW January 10, 2002) as its first UK advertising agency. The appointment was made to help Discovery gain ground on its main competitor in the Mexican market, Old El Paso.

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