in tomatoes, dried pasta additional 2m consumers apolina over the past year, penetration now stands at seholds. Napolina products 3.5 billion occasions in 2020.
This growth has been driven by the successful “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, and a broad partnership with BBC Good Food which includes advertorials and a Good Food hosted microsite showcasing recipe ideas. Additionally an influencer campaign was executed to focus on innovation including our unique Drained and Ready to Serve canned pulses.
A key theme for our progress to date is sustainability. In addition to the market leading work already done on tomato supply chain transparency, we’ve launched on-pack QR codes telling the Napolina story of quality and sustainability and we are switching to cardboard packaging for Napolina pasta, saving almost 200 tonnes of plastic from landfill each year. WATCH VIDEO
IT’S NOT JUST THE PASTA AND TOMATO KEYSTONES WHICH HAVE LED THE GROWTH - SUCCESSFUL LAUNCHES OF NEW PRODUCTS DURING 2020 INCLUDED GLUTEN FREE PASTA, PREMIUM SAUCES AND GNOCCHI. 52
