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Napolina packs a punch with £1m bursting campaign

12 Sep 2009

The Napolina ingredients range, which includes more than 120 products, has grown 70% in the past three years, earning praise from chefs including Gordon Ramsey and Angela Hartnett for its quality*.

The “Bursting with Real Napolina Passion“ campaign, which kicks off this week, highlights the brand’s dedication to sourcing and producing simple, good quality ingredients that are bursting with flavour and focuses on Napolina’s olive oils, canned tomatoes, pasta and sauces. Brand support includes consumer press advertising, online activity, in-store promotions, on-pack activity and PR. The striking campaign, which runs until January, will reach almost 14 million adults across the UK.

Remmelt Jongkind, marketing director for Napolina, said, “As home-cooking continues to grow in popularity, Napolina’s reputation for quality ingredients has helped us build a loyal consumer following. In fact, more than 40% of UK households now buy Napolina — giving us the highest household penetration of any Italian food brand.

“This latest investment, combined with new product development, will help meet demand from consumers who want to create Italian-inspired meals at home and consolidate Napolina’s position as the one stop shop for Italian cooking.”

Napolina, which was founded in Naples in 1965, is one of the UK’s most diverse Italian ingredients ranges with products varying from olive oils, sauces, pulses and pizzeria. Napolina is also brand leader in canned tomatoes and pasta. Recent innovations include tomatoes in cartons, a premium organic Italian olive oil and a new range of branded pulses.

All data is Nielsen Scantrack 52 w/e 08/08/09 unless otherwise stated.

*Observer Food Monthly, May 2008