Napolina launches first retail range of branded pulses

22 Jun 2009

Leading Italian food brand Napolina is launching its first retail range of pulses as part of a major investment in its popular ingredients range.

The brand, which already produces more than 120 retail products, is bought by 40% of UK households — more than any other Italian food brand.

The new four-strong pulses range, which includes chickpeas, butter beans, red kidney beans and cannellini beans, will build on existing consumer loyalty to help attract new shoppers to the category and consolidate Napolina’s position as the UK’s number onecanned vegetable brand.

The launch follows an increase in the number of people cooking from scratch and coincides with expert predictions that the current economic climate will drive even more consumersback into the kitchen.

The new Napolina pulses, which hit stores this month, are perfect for making soups, stews and salads and feature Italian-inspired recipes on-pack. The range will be supported by in-store promotions and a major consumer PR campaign highlighting the value, versatility and health benefits of the products.

Remmelt Jongkind, marketing director for Napolina, said: “This is a natural range extension for Napolina. We spotted a gap in the market for a branded range of pulses that will help attract new consumers to the category and drive value into the market.

“It helps reinforce Napolina’s position as the one stop shop for Italian cooking and provides consumers with everything they need to create simple, good quality Italian inspired meals in the convenience of their own home.”

Napolina already produces a popular range of beans and pulses for the foodservice sector. The new Napolina retail range comes in 400g ring-pull cans with an RSP of 79p.

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