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United Kingdom: Giovanni Rana reveals new packaging and new pasta products

Pasta brand Giovanni Rana, the UK brand leader, is aiming to grow its 6.1% share of Total Fresh Pasta and 7.7% of Fresh Filled Pasta with the launch of its Italian Indulgence range, and the addition of five new Simply Italian product variants.

rana

The new Italian Indulgence Large Ravioli comprise four variants: Crumbly Ricotta, Shredded Baby Spinach & Mascarpone, Sun Blushed Tomato, Sliced Olives & Mozzarella, Succulent Chicken & Rosemary and Gorgonzola PDO & Crunchy Mellow Walnut.
 
The launch of the new Simply Italian variants include: Cured Italian Ham & Cheese Tortelloni, Selected Italian Cheeses Ravioli, Chicken & Mozzarella with Smoked Pancetta Ravioli, Rich Bolognese Tortelloni and Mushrooms with Creamy Ricotta Ravioli.
 
The existing range of Giovanni Rana packaging has also undergone a redesign. The revamped packaging will leave behind the old plastic tray format popular in the chilled pasta category and the product will now be sold in a new airtight paper bag format, which stands upright on-shelf, with a large window to view the product.
 
Available from Asda, Sainsbury's, Morrisons, Booths, Ocado, Whole Foods, Makro and convenience retailers with an MRRSP of £1.99 for Simply and £2.49 for Indulgence.
 
Pasta is the UK's most popular evening meal, yet chilled pasta features in just 3% of those meal occasions. 50% of the population have tried fresh pasta, yet penetration has remained static due to poor product experiences.