Italian cooking brand Napolina has unveiled new packaging and branding for its entire product portfolio including tomatoes, pasta, oils, sauces and pizzeria range.
According to Napolina, the rebrand includes a new premium and contemporary look and feel, as well as more sustainable packaging.
As part of the rebrand, Napolina products will showcase details of the products’ origins and recipe suggestions, to help “bring the products to life for a truly authentic Italian cooking experience.”
To meet the growing demand for sustainable options, the Italian brand has transitioned its plastic packaging for its added value pasta range to cardboard boxes that are 100% recyclable.
The rebrand will be accompanied by an advertising campaign to reflect the brand positioning, including the company’s first national TV advert and a digital campaign across social media platforms.
Neil Brownbill, commercial director of Napolina, said: “We know that our consumers are seeking more from us than just the ingredients to create delicious Italian dishes. They want us to help them to bring their love of Italian cooking to life.
“That’s why we have invested in a major evolution of the Napolina brand, reminding consumers that Napolina is the Italian cooking brand in the UK.
“Italian cuisine remains the most popular cuisine in the UK, driving 2.2bn meal occasions in the last year, and so for us it is essential that we continue to ensure that Napolina remains front of mind when shoppers seek out the Italian aisle.”
To date, rebranded Napolina Tomatoes, Napolina Pulses, Napolina pasta and speciality products are available in all UK major retailers, beginning the transition for over 150 products within the Napolina range.
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