The UK’s number one Italian cooking brand Napolina is launching a new premium range called ‘Selezione Speciale’ including canned tomatoes and pasta sauces.

Napolina’s ‘Selezione Speciale’ will take consumers on an Italian culinary adventure, with each product inspired by ingredients and recipes typical to specific Italian regions.

All of the products are made and sourced in Italy and the regional provenance of each product or ingredient will be highlighted on pack so consumers can easily identify its origin of inspiration.

Rolling out across 2021, first to the market is Selezione Speciale Tomatoes, a range of premium, regional tomato products with Italian specialty varieties including Datterini Tomatoes and Cherry Tomatoes.

This will be followed by Selezione Speciale Sauces, a range of 290g cooking sauces inspired by five different regions of Italy – including Puglian Cherry Tomato and Basil, Calabrian Nduja and Tomato, Sardinian Pecorino Romano Cheese, Tuscan Chianti Ragu and Ligurian Peperonata and Artichoke.

Napolina also intends to extend the range into the pasta and oils categories.

Neil Brownbill, Commercial Director for Napolina said: “Inspired by the way Italians cook and eat, we hope that our Selezione Speciale range will help people to recreate authentic Italian cuisine at home.

The last year has truly consolidated the UK’s passion for Italian food – as home cooks attempt to recreate the ‘going out’ and ‘holiday’ experiences at home. Italian continues to be the UK’s favourite cuisine and was eaten on 3.5bn occasions last year – demonstrating the opportunity for retailers as shoppers look to cook versatile, convenient, delicious meals which remind them of “la dolce vita.”

Napolina remains the number one Italian Cooking brand and number one in tomatoes, pasta, pulses and pizzeria[i]. In 2020, Napolina saw value growth of +24%, an additional £30m in sales[ii] as well as adding two million new shoppers taking household penetration to 57%[iii], a record for the brand, demonstrating the opportunity for retailers in the Italian category.

Napolina continues to help inspire the nation to cook authentic Italian cuisine through recipes on its website, Instagram and Cooking With Napolina YouTube channel.

[i] IRI 23rd January 2021

[ii] Kantar 52we 24th January 2021

[iii] Kantar 52we 27th December 2020


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