Wall’s targets pasta market with sausageballs

UK sausage brand Wall’s has launched a new range of ‘Perfect for Pasta’ sausageballs in Sainsbury’s.

The range, which is specifically designed for use in pasta dishes, will be sold in packs of 20 at a recommended retail price of £2.50. Following the initial launch in Sainsbury’s, it will be rolled out to Asda, Tesco and Morrisons during April and May.

Kerry Foods, which owns the Wall’s brand, said the product had been developed to take advantage of the growing popularity of pasta, which has become the UK’s favourite evening meal and is growing at a rate of 5% a year. The company also pointed to the success of the meatball market, which grew by 32% over the last year to reach £15.2m.

By offering a ready-to-cook meal solution that can be ready in less than 20 minutes, Kerry hopes that the range will become a hit with time-pressed mums.

April Redmond, chief marketing officer, Kerry Foods, said: “We know from our research that mums are always looking to cook new dishes for the family, but often struggle to find the time to try out new recipes or prepare complicated meals from scratch.

“We launched ‘Perfect for Pasta’ to offer an exciting, wholesome solution to this dilemma, enabling mums to deliver a delicious, easy-to-cook meal that combines two existing family favourites – Wall’s sausages and pasta.”

The launch of the ‘Perfect for Pasta’ range will be accompanied by extensive above-the-line, in-store and digital activity, including cross-category promotion with the Cook Italian pasta brand, due to roll out on Tesco.com over the summer, the company added.

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