NAPOLINA IS MARKET LEADER IN CORE AREAS OF TOMATOES, DRIED PASTA AND PULSES AND WAS IN THE TOP 15 FASTEST GROWING UK FOOD AND DRINK BRANDS IN 2020. IN 2021 OUR BRAND AWARENESS REMAINS EXCEPTIONALLY STRONG AT 73%.
Our growth has been driven by the continued success of our “For the love of Italian food” campaign, which has been showing the public how to effortlessly make great Italian food. This has been through a series of tv ads, social media activity, influencer campaigns and a broad partnership with BBC Good Food, which includes advertorials and a Good Food hosted microsite showcasing recipe ideas.
NEW PRODUCT DEVELOPMENT 2021 has seen Napolina launch new NPD, with the development of Napolina Selezione Speciale, a premium tier range which heroes quality, and regional Italian ingredients. The aim of the range is to take consumers on a culinary adventure around Italy, showcasing the best regional ingredients. Tomatoes is the first range launched with three products including Crushed Tomatoes, Datterini Tomatoes and Cherry Tomatoes. This will be followed by a range of sauces, pasta and oils in the near future. We’ve also launched a new product in pulses with Black and White Chickpeas, a unique sku in the market.
SUSTAINABILITY AND TRANSPARENCY As part of Napolina’s commitment to transparency and sustainability, we’ve moved our entire range of pasta into artisan inspired cardboard packaging. The pasta boxes are 100% recyclable and will eliminate up to 200 tonnes of plastic from the UK waste stream each year. In addition to this, our range of olive oils will soon be available in 100% recycled PET whilst remaining 100% recyclable. We are also undertaking market leading work on the transparency of our tomato supply chain, including launching on-pack QR codes telling the Napolina story of quality and sustainability. FIND OUT MORE
