Mutti UK, the subsidiary of Mutti Group, the European leader in the tomato market, proudly reports significant brand growth and contribution to the success of the UK ambient tomato category. The company is also excited to announce a raft of new listings in Tesco, further solidifying its UK market presence.
Mutti has quickly climbed the ranks to become the No. 2 brand in the category, capturing an 8.3% share and now standing as a £21 million RSV brand. Not only is Mutti growing rapidly in both value (+43%) and volume (+38%), but it has also contributed the most significant branded value addition to the category, a substantial £6.3 million.
Mutti’s growth ambitions in the UK have just received a further significant boost with the exciting announcement of new Tesco listings rolling out now in over 500 stores. The retailer will stock Mutti’s complete essentials range, including Passata, Double Concentrated Puree, Polpa, and Whole Peeled Tomatoes.
In the face of economic uncertainty, consumers are becoming more mindful of their spending, reducing basket spend, cutting back on takeaways, and seeking the best value. At the same time, the decline in out-of-home dining has driven demand for premium products like Mutti, as shoppers seek restaurant-quality flavours at home. This trend sees consumers either trading down to private labels or upgrading to premium brands like Mutti, leaving mid-tier brands struggling with declining volumes and market share.
Mutti UK Managing Director, Dhiresh Hirani says, “Mutti’s presence in the UK has expanded rapidly across major UK retailers in recent years. Having our extended range now available in Tesco reflects the increasing demand and popularity of Mutti among UK shoppers, as they seek high-quality products that can elevate their homecooked meals to restaurant standards.”
He continues: “Partnering with Mutti is key to unlocking continued growth in the tomato category. By offering a complete range of tomato products for every meal occasion, Mutti guides shoppers to its premium added value choices. With a £5 million media investment and strategic marketing initiatives, Mutti is poised for continued success. The upcoming ‘Make it Mutti’ campaign will inspire consumers to create delicious meals at home, focusing on education, trial, and engaging a younger demographic through social and digital channels.”
As well as Tesco, Mutti is available in Waitrose, Sainsbury’s, Asda, Morrisons, Ocado, Booths, as well as through wholesale and foodservice channels.
All data Nielsen IQ Total Coverage MAT 30th March 2024
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