Leading Italian sauce brand Loyd Grossman has launched new Pesto Alla Genovese and Pesto Sun Dried Tomato sauces, aiming to elevate midweek meals.
The brand said 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 [Circana, 52w/e 20.01.24], showing a strong potential for pesto.
The pesto subcategory demonstrates a lot of headroom for growth with only 26.7 per cent penetration, compared to 71.2 per cent penetration in total pasta sauces [Kantar 52w/e 09.06.24].
“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,” Premier Foods said.
Loyd Grossman also recently added a Tomato & Mascarpone sauce to its line up of products, as it targets new, younger shoppers looking for more indulgent taste profiles.
