Loyd Grossman, the UK’s second biggest brand in Italian sauces[2], is elevating midweek meals with the launch of its Pesto Alla Genovese and Pesto Sun Dried Tomato sauces. The opportunity is ripe within pesto and there is a real space for a tried and trusted brand that is already known for its taste and quality, to help retailers tap into the subcategory’s full potential and to bring new shoppers into the aisle.
The total market value of Italian sauces is £356m and within this pesto holds £67m[3], showing a strong potential for pesto. What’s more, the pesto subcategory demonstrates a lot of headroom for growth with only 26.7% penetration, compared to 71.2% penetration in total pasta sauces[4]. With 25 years of experience in pasta sauces, Loyd Grossman is ready to attract new and affluent shoppers into pesto to help grow the subcategory. The sauces are made from simple and high-quality ingredients such as pine nuts, sundried tomatoes, Italian basil, pecorino and parmesan – allowing consumers to recreate an authentic Italian experience at home.
Loyd Grossman recently added a Tomato & Mascarpone sauce to its successful lineup of products. As a much-loved and trusted pasta sauce brand, Loyd Grossman is introducing this popular flavour to attract new, younger shoppers looking for more indulgent taste profiles into category.
Loyd Grossman Pesto Alla Genovese and Pesto Sun Dried Tomato sauces are available from the 8th of July in Tesco. Loyd Grossman Tomato & Mascarpone is available now in Tesco and will be rolling out in Morrisons and Sainsbury’s later in July.
LOYD GROSSMAN ® is a registered trademark. Produced under license by Premier Foods Group Ltd.
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