The range of chilled pesto, pasta sauces and pasta has been developed to complement Sacla’s existing ambient on shelf range. It is hoped that the range will provide consumers with a “super convenient, quality” offering.
The category is dominated by supermarket own-label ranges and a small number of independent brands such as Giovanni Rana.
Clare Blampied, founder of Sacla UK, says: “Channel and brand stretch has always been on the agenda but now that the brand is established the time is right to move into chilled. There aren’t a lot of brands in the category so there was an opportunity to bring innovation to the market.”
She adds that the chilled range makes pasta more premium and aspirational. Design agency Parker Williams created new packaging to translate the brand into the new category.
The brand claims to have pioneered pesto in the UK and now has 50% of the UK market.
Sacla intends to roll out the chilled range to 60 countries worldwide after the UK trial, and hopes to replicate its market leading position.
“We hope that by offering great taste, quality and authenticity, we can assert our leadership in the chilled category,” Blampied adds.
The launch will be supported in store with point of sale material, digital and press activity and a PR campaign to drive trial. Activity will include a partnership with The Friday Dinner Club to launch a pop up restaurant to introduce food bloggers to the new range.