Crosse & Blackwell is relaunching its 4Kids children’s canned pasta range with new packaging and recipes.

The packaging for the pasta lines (rsp: 49p), which is rolling out now, has been designed to emphasise the brand’s character licences including SpongeBob SquarePants, Disney Princess, Cars and Scooby Doo.

4Kids is also being extended into pasta meals for the first time as pasta with sausages and pasta with chicken & vegetable meatballs (rsp: 69p/213g).

The range currently accounts for 24% of the £10m character pasta market, which is up 26% by value year-on-year [SymphonyIRI 52 w/e 29 September 2012].

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