Italian pasta maker Garofalo is bringing a new premium children's range to the UK to provide them with a premium alternative to "Mickey Mouse" shapes.
Launching in Ocado in January, the four-strong La Giostra dei Bambini range will comprise Dischi Volanti, Motori, Pazzielle and Anistelle pasta shapes (rsp: £1.59 for 500g). The shapes are slightly smaller than regular pieces to make children feel they are eating the same thing as their parents.
Dried children's pasta in the UK was either "in weaning form, or Mickey Mouse shapes", said Mal Pullan, commercial director of Garofalo UK. "We want to get children eating pasta and are encouraging a healthy Mediterranean diet early on in their lives," he added.
The range, which was launched in Italy three years ago, will be supported by a £100k marketing campaign next year, including press advertising.
Launching in Ocado in January, the four-strong La Giostra dei Bambini range will comprise Dischi Volanti, Motori, Pazzielle and Anistelle pasta shapes (rsp: £1.59 for 500g). The shapes are slightly smaller than regular pieces to make children feel they are eating the same thing as their parents.
Dried children's pasta in the UK was either "in weaning form, or Mickey Mouse shapes", said Mal Pullan, commercial director of Garofalo UK. "We want to get children eating pasta and are encouraging a healthy Mediterranean diet early on in their lives," he added.
The range, which was launched in Italy three years ago, will be supported by a £100k marketing campaign next year, including press advertising.
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