Sacla, the Italian food brand, is launching a range of premium chilled pasta sauces. It is the first time the brand has extended out of the ambient category.
The three-strong range, which will launch in Waitrose on November 6, is part of a strategy to attract new consumers by expanding into new categories. The company says it is also a response to consumer demand for a premium offering in the chilled category, which is dominated by private-label products.
The sauces, which will cost £2.49, will be available in pouches and will have three variants – Pesto alla Genovese; Tomato, Olive & Basil; and Roasted Red Pepper Tomato & Parmesan variants. The range is also free from artificial colours, flavourings and ingredients.
Sacla says that the range has been in development for a year and that it has focused on producing "authentic flavours, a chunky consistency and an intense, Italian flavour".
The range will be supported through in-store sampling and a new burst of advertising will run at the end of the year.