Sacla launches environmentally friendly packaging

The authentically Italian brand has also introduced new look livery in its trade mark colours across the rest of the range, including Pesto and Antipasti, strengthening the brand's premium credentials.

Rolling out in June, the brand's new clothes will include a bottom descriptor band on each jar, which will highlight the range name – Pesto, Stir Through or Antipasti – and enable greater range differentiation for the consumer.

Mouth-watering images on pack, as well as improved visibility of the product, will allow consumers to get a better feel for the adventurous and inspiring flavours inside each jar. Die hard Sacla fans will be pleased to hear that the brand's trade mark terra copper lid will remain untouched.

Clare Blampied, Managing Director for Sacla UK Limited, comments: “Our consumers have told us that strong product communication on pack and environmentally friendly packaging are both important factors when they are shopping within the category. We're delighted that our new look terra copper packaging will provide both, and that the increased on-shelf impact will encourage a plethora of passionate foodies to try our delicious range.”

The new look coincides with the launch of Sacla Tomato & Chilli Paste – a new product which packs a punch on the flavour front, with its aromatic tomato sweetness and fiery chilli kick.

Made in Piedmont in the north of Italy to a classic Italian recipe and using only the finest ingredients from the region, this store cupboard essential is a perfect alternative to tomato puree.

Sacla Tomato & Chilli Paste will be available in a 190g jar from June 2008 in major multiples and independent food retailers nationwide, with an RRP of around £1.99.

Italian cuisine continues to rise in popularity, with the sauces market continuing to grow strongly at +8%.

The Sacla range is currently being supported by an extensive marketing campaign, including TV advertising, PR, sampling and web-based activity, all designed to drive trial and grow brand appeal and awareness.

Sacla is currently targeting 4 million passionate food lovers with a unique UKTV Food sponsorship package that is driving brand awareness and further enhancing the brand's premium food credentials. The sponsorship is based around a strand of programming entitled 'Real Food Lovers', which features the cream of UKTV's chefs including Jamie Oliver, Giorgio Locatelli and Nigella Lawson.