Ambient tomato growth brand Mutti has launched its best-selling 400g Polpa Finely Chopped Tomatoes in a NEW £1.65 Price-Marked Pack (PMP) –exclusively available for the independent retail channel.
Mutti Polpa is crafted from 100 per cent Italian sun-ripened tomatoes, harvested at peak ripeness and processed using its patented cold-crushing method. This preserves the freshness, flavour, and aroma of just-picked tomatoes. A unique combination of finely chopped tomato pulp and juice, Mutti Polpa delivers the premium quality consumers seek – perfect for sauces, pizzas, pastas, and so much more.
A Category Game-Changer
Over the five years since its UK launch, Mutti has built steadily from challenger brand to category #2 – growing volume and value by more than 50 per cent just in the last year. With its premium Italian credentials and its strong appeal to shoppers looking for transparent, quality ingredients, it has added £12m in category value over 12 months – supporting shopper trade-up and category premiumisation.
This new PMP format is designed to help independent retailers tap into the growing demand for premium in-home meal ingredients, with transparent pricing to cue value at point of purchase.
Why Now Is the Right Time to Stock Up
Despite a challenging economic climate there is big headroom for retailers to drive category trade-up with premium brands. As shoppers look to manage their spend, they are actively seeking quality, flavoursome and authentic home meal solutions and ingredients to replace takeaways and dining out.
Key shopper trends driving Mutti’s success:
- Premiumisation – Consumers are upgrading to better-quality products like Mutti.
- Value Perception – Shoppers see Mutti as worth the price due to its superior taste and transparency.
- Home Cooking Boom – 28 per cent of UK households are cooking more at home, with 4 in 10 now scratch cooking regularly.
- Small Basket Missions – Core cupboard staples like Mutti are now top drivers in local convenience missions.
Make the Most of the Mutti Opportunity
Independent retailers can capitalise on this exclusive PMP launch to drive sales, increase shopper confidence, and stand out with a trusted, authentic Italian brand.
Mutti’s marketing campaigns focus on sustainability, quality, and storytelling and have helped build strong brand loyalty and repeat purchase rates. The brand is investing a further £5m in marketing in 2025. This PMP gives retailers a powerful new sales opportunity to offer clear value without compromising on quality.
“Independent retailers are the heart of their communities, and we’re proud to offer them this exclusive PMP format of our top-selling Polpa," says Louise Jobson, Head of Category & Shopper Marketing. "With more shoppers cooking at home and seeking quality ingredients at clear value, this launch gives retailers the perfect way to meet demand and drive basket spend. Let’s grow the category together – with the brand that’s transforming it. Make it Mutti.”
Available now through leading wholesalers including Unitas.
