In the hubbub that builds before Christmas, it’s easy to understand how an out-of-touch person might momentarily have lost sight of the fact that January 4 is National Spaghetti Day.
In an age of countless fancy twirled & tubed pasta shapes, its reassuring to know that it’s the straight-talking, thin lined spaghetti that retains top status throughout the globe with especially high sales currently being registered in China, Canada Japan, North America and Germany.
In total, 18m tonnes of spaghetti is consumed globally every year!
A new organic pasta offering from Realfoods by Organico originates from a small batch producer in Bari Puglia where "slow" is the name of the game, whether it's the slow proving of the dough or the extra time drying; taking time plays a pivotal role in producing a superior product.
Realfoods by Organico uses best-in-class durum wheat and pure spring water, not to mention old-school bronze plates from times gone by (the finest traditional pasta is extruded through dies—perforated bronze plates that both cut and shape). But it’s not rushing that creates the real point of difference versus rapidly extruding, mass market, conveyor-belt peers.
Spaghetti, as any well briefed pasta aficionado will explain, derives from the word "Spago" which means twine or string. Whilst many Sicilians will claim that spaghetti is a home-grown delicacy, there’s a growing body of evidence which suggests spaghetti is actually an "Arab-inspired" food introduced by traders to the Sicilian shores, who were keen to enjoy the manifold benefits of an easily stored dried food that could sustain them as they travelled the arduous Silk Road to China (which also lays claim to the primal noodle).
So, when the last slice of turkey has been polished off and the cranberry sauce and mince pies are nothing more than a distant memory, it might be wise to ensure some Organico pasta is in the larder, maybe even some Organico Arrabbiata, Vegan Bolognese or Puttanesca sauces.
The Paddy Power Kabaddi World Cup 2025 will bring sports fans from across the globe to the West Midlands this month – and attendees will now be able to enjoy the World Cup’s official beer, as well as a specially curated menu of food and drink for the duration of the competition. Produced in partnership with Coventry based brewery Dhillon’s, Raider has been created especially for the competition, presented in bespoke cans that will satisfy lager lovers and sports fans alike.
“Bringing this international competition to the UK for the first time means that we want to give guests an authentic British experience – and what better place to start, than by launching the World Cup’s own official beer, brewed right in the heart of the West Midlands," said Prem Singh, Chief Executive of the British Kabaddi League.
Located in Coventry, Dhillon's Brewery is an award-winning microbrewery with a rich and dynamic story. The brewery was founded in 2015 by Dal Dhillon, who chased his dream of brewing beautifully crafted beer at the heart of the Midlands. The Brewery sits adjacent to the CBS Arena, one of the tournament’s venues, and from that base they produce exciting and well-crafted ales using a mix of traditional and modern brewing methods. The beer itself, Raider, is a Pilsner Lager; classic and refreshing with malty sweetness coupled with a crisp cool finish – and it’s 100 per cent Vegan.
Dal Dhillon said of the announcement: "We're thrilled to be partnering with the Paddy Power Kabaddi World Cup 2025 and to be brewing the official beer for the event, which we're welcoming in the UK for the first time! As a home-grown business with deep roots in the community, supporting local initiatives has always been one of our core values. We're delighted to be uniting Coventry with the World Cup, to celebrate the rich cultural background both the city and the event have to offer.
The Paddy Power Kabaddi World Cup 2025 is hosted as a joint venture between World Kabaddi, England Kabaddi Association, the British Kabaddi League, West Midlands Combined Authority, the four hosting local authorities of Wolverhampton, Coventry, Birmingham and Walsall and the University of Wolverhampton. The championship will take place in venues across the region between 17th and 23rd March. The tournament is supported by £500,000 of funding support from the UK Government’s Commonwealth Games Legacy Enhancement Fund and by the championship’s title sponsor Paddy Power. The World Cup will also work with charity partner, Sporting Equals, to accelerate the charity’s goal of promoting community cohesion and eradicate racism in sport.
The Paddy Power Kabaddi World Cup 2025 official beer is now available to pre-order. The beer will also be available to VIP hospitality guests for the duration of the championships. Pre-order yours now at dhillonsbrewery.com/shop.
Non-alcoholic spirits brand Caleño has announced it will team up with Paragon Brands in an exclusive new distribution partnership.
This is first time Caleño has appointed a distributor in the UK, and the partnership comes after Caleño’s strong growth and success in the expanding no-and-low alcohol category.
The tropical and zesty flavoured distilled spirit range is inspired by the sun-drenched spirit of Colombia and the brand is “on a mission to bring joy to not drinking”.
With this new collaboration, Paragon Brands will bring Caleño’s tropical-inspired range to a wider audience, ensuring greater accessibility for consumers and retailers.
According to analysts, the UK no/low market more than doubled in 2024 on the year before. Caleño have recently expanded its portfolio with two new non-alcoholic rum alternatives, including the highly anticipated White Coconut.
Founder Ellie Webb’s idea for Caleño was sparked on a night out with friends “getting down to some Latin funk” but was frustrated by nights our being centred around alcohol.
After a holiday to Colombia, Ellie returned with the ideas for recipes for her sun-drenched Caleño range. Caleño has won two gold awards at The Spirits Business No & Low Masters and continues to receive acclaim from critics and consumers alike.
The non-alcoholic spirits range is the first in Paragon’s portfolio and both companies are committed to driving further growth in the high-quality, alcohol-free market.
Paragon Brands specialises in unique and unusual premium drinks brands. The company has 22 brands from around the world, including Żubrówka, Pusser's Rum, G'Vine Gin, Licor 43, and Martin Miller’s, in its growing stable and champion exciting and innovative drinks brands.
“I am excited to be partnering with Chris [Jones] and the team at Paragon," said Webb. “As one of the first non-alcoholic spirits to launch in the UK market, I am confident they will be able to build upon our success and I am delighted to appoint the company as our first UK distributor.”
Chris Jones, Managing Director at Paragon Brands, said: “We are thrilled to be partnering with Caleño, a brand that has truly made an impression on the non-alcoholic spirits’ market.
“Caleño’s vibrant, tropical range aligns perfectly with our mission to bring innovative and premium drinks to a wider audience.
“We are proud to enter this exclusive partnership with Caleño and we look forward to helping expand its reach, offering consumers more exciting, high-quality alcohol-free options.
“This partnership marks an exciting step forward in our commitment to driving growth in the rapidly evolving no-and-low alcohol market."
Ice cream brand Magnum has introduced a brand-new vegan ice cream recipe for its vegan range including Magnum Vegan Almond, setting the benchmark for plant-based indulgence with its most velvety vegan ice cream yet. The new velvety soy protein-based ice cream, paired with Magnum’s signature cracking vegan chocolate, delivers the luxurious ice cream experience Magnum is known for.
Magnum Vegan Almond has the smooth vegan vanilla ice cream coated in the brand’s signature vegan cracking chocolate and studded with almond pieces to give a crunchy twist on the classic format.
The soy recipe replaces Magnum’s former pea protein recipe to offer consumers a more velvety taste and texture. In addition to the new recipe, the single stick will be available in a new eye-catching premium pack design to elevate its visibility in freezers and to help convenience retailers boost impulse sales.
Magnum’s vegan ice cream portfolio has seen incredible growth of over 75 per cent in the last year, largely attributed to the successful launch of the 2024 Magnum Blueberry Cookie innovation. With the number of consumers seeking plant-based alternatives continuing to grow – with 10 per cent of households containing a member following a vegan or vegetarian diet and five per cent containing a flexitarian member – the plant-based segment continues to drive incrementality in the ice cream category.
Magnum Vegan’s new velvety vegan ice cream recipe, made with soy, is well positioned to cater to these evolving consumer trends, offering retailers a significant opportunity to drive sales beyond the typical “Veganuary” spike. This is substantiated by 70 per cent of Veganuary participants stating that they would continue with substitutions following Veganuary.
“Magnum is committed to providing delicious products that support consumers’ vegan, vegetarian, or flexitarian lifestyles all year-round,” said Daniel Lythgo, Brand Manager Magnum UK at Unilever. “This new soy-based recipe not only delivers an exceptional taste experience but also presents a significant opportunity for retailers to help drive incremental ice cream sales.
“We constantly test and evolve our products to bring shoppers the most indulgent ice cream experiences. This is no different for our Vegan Almond stick, and testing with consumers found that they really enjoyed our new velvety vegan ice cream recipe.”
Unilever is the number one manufacturer of free-from ice cream, and so this new launch from Magnum is key to growing the segment, helping retailers cater to consumer demands to maximise ice cream sales.
Coca-Cola Europacific Partners (CCEP) has announced the launch of Monster Energy’s latest promotion in partnership with the Ultimate Fighting Championship (UFC), to help retailers get in on the action and tap into energy drinkers’ thirst for live Mixed Martial Arts (MMA) entertainment.
Win a Mega UFC Experience
From now until Wednesday 30 April, Monster Energy fans can scan QR codes on in-store POS or visit MonsterEnergy.com to enter for a chance to win a mega UFC experience.
One lucky winner will receive two tickets to enjoy an adrenaline-packed evening of ringside action to see their favourite fighters up close and personal.
Monster will use its impressive roster of UFC athletes to boost awareness of the promotional activity and Monster’s wider UFC sponsorship, which has been running since 2015. UFC is the world’s fastest growing sport, renowned for showcasing the best fighters from around the world, broadcast in over 165 countries and viewed by over one billion people globally.
“Monster and the UFC are the fastest-growing brands in their respective fields," said Helen Kerr, Associate Director of Commercial Development at Coca-Cola Europacific Partners GB. "This latest promotion gives our brand fans the incredible opportunity to get up close and personal with the action – which we know they love.
“It truly embodies the spirit of Monster Energy and underscores our commitment to bringing unique and engaging experiences to our valued fans. We're encouraging retailers to get on board and take full advantage of this promotion as we bring together these two fast-growing brands.”
Monster packs a punch
The latest promotion is part of Monster’s commitment to engaging its loyal fans and fuelling growth in the energy drinks category, which is the no.1 deliverer of value growth in soft drinks, worth more than £2.1b] to retailers. Monster is the fastest-growing major energy brand in GB, worth over £706m and delivering double-digit volume growth.
It builds on a host of recent new product launches that are driving maintained momentum behind the Monster brand, including Reserve Orange Dreamsicle, Nitro Cosmic Peach, Ultra Strawberry Dreams, Juiced Bad Apple and Juiced Rio Punch.
These launches have helped Monster drive more than half of innovation sales in energy drinks – adding an impressive £84.7m in value to the category.
Convenience retailers can request Monster Energy’s UFC promotional POS materials and download digital assets via My.CCEP.com to help bring the promotion to life in-store.
Keep ReadingShow less
Magnum Tonic Wine updates its packaging with a unified label design for the UK and Jamaica
Magnum Tonic Wine has unveiled a unified label design across the UK this week, with Jamaica closely behind in April, reinforcing its authenticity as a product of Jamaica and ensuring a consistent consumer experience.
While Magnum Tonic Wine has always delivered the same liquid across both markets, the packaging update standardises the brand’s identity, addressing any consumer misconceptions about product differences.
The refreshed label takes inspiration from the original green-label design sold in Jamaica, strengthening the brand’s connection to its heritage. This update sees a new design aimed at making the brand more contemporary and relevant for the dancehall culture.
For the UK it will also introduce a bold new look, helping to improve visibility in-store and standout on shelf.
Produced in Jamaica and recognised for its distinctive cherry flavour and original recipe, the introduction of a unified label further strengthens the brand’s presence in trade, supporting visibility and consumer recognition across markets.
“The differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels. This has led to misconceptions about the authenticity of the Magnum sold in the UK, despite the fact that it has always contained the same liquid, with all production taking place in Jamaica,” Pavel Smith, Marketing Manager Jamaica, said.
“We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity."
Mandeep Singh, who runs the Singh’s Premier store in Sheffield, said: “Magnum is the most important Tonic Wine SKU to me, due to the volume of sales. The different labels were causing confusion among consumers, so I'm looking forward to this change and will be promoting it via my socials, as Magnum has been a massive winner to all our stores.”
Cash and Carry stockists will be notified by their Campari Group UK account managers when their order is being fulfilled with the new label for the first time, with pallets labelled with 'Green (New) Label' throughout March-May 2025.
To ensure a seamless transition for UK retailers and distributors, the new packaging updates will be introduced in phases, with pricing and barcodes remaining consistent:
March 2025 – Harmonised label introduced to the trade