Italian premium pasta brand Felicetti has set its sights on the UK market with its first full-service UK distribution agreement, appointing RH Amar as its exclusive UK distributor as it targets growth in the UK’s premium dry pasta category.
The UK distribution agreement follows Felicetti’s successful expansion across a number of international markets including Germany, France, Spain and the US, and marks the next stage of its international growth strategy. RH Amar’s UK remit includes the full UK market across retail, wholesale, foodservice and online.
Produced in the heart of the UNESCO-listed Dolomites, family-run Felicetti is one of Italy’s oldest pasta makers, renowned for its commitment to quality. Combining more than 100 years of expertise with 100% Italian durum wheat, pure mountain spring water and traditional bronze-die production methods, its pasta is packaged in 100% recyclable paper.
Riccardo Felicetti, CEO of Pastificio Felicetti, said: “The UK is an important market for Felicetti and we’re delighted to be partnering with RH Amar for our first UK distribution agreement. RH Amar’s experience in building premium food brands in the UK makes them the ideal partner to introduce Felicetti to UK shoppers.”
Justin Burbage, Commercial Director, RH Amar said: “Felicetti is a brilliant addition to our existing Italian brand portfolio. We believe that authentic Italian food is a key area of opportunity and look forward to using our channel and customer expertise to grow Felicetti in the UK”.
The launch comes at a time when premiumisation continues to drive growth within the UK’s dry pasta category[1] with shoppers trading up to authentic Italian brands and premium formats as they seek restaurant-quality meals at home[2].
The Felicetti range has RSPs starting at £2.
[1] + 14.9% Unit Growth, Premium Over £2.00, NielsenIQ, 52 w/e 27.12.25
[2] Mintel, Attitudes to Cooking at Home 2025
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