Loyd Grossman, the Italian sauces brand produced by Premier Foods, has launched two new lines – Pesto Alla Genovese and Pesto Sun Dried Tomato.
The company noted that there is a real opportunity in the category for a tried and trusted brand that can help retailers bring new shoppers into the sauces aisle.
The total market value of Italian sauces is £356m, and within this, pesto holds £67m. The pesto subcategory is said to have a lot of headroom for growth, with only 26.7% penetration, compared to 71.2% penetration in total pasta sauces.
Loyd Grossman Pesto Alla Genovese and Pesto Sun Dried Tomato sauces are rolling out in Tesco (MSSP: £2.90 – 190g).
