Parfetts has added a variety of pastas to its own label brand Go Local as the wholesaler looks to drive sales for independent retailers.
The three-strong range comprises Spaghetti, Fusilli and Penne, price-marked at £1.19 per 500g pack to build consumer loyalty.
Retailers can also benefit from a “healthy” margin of 40%.
The new lines complement Parfetts’ own label Tomato & Basil and Tomato & Chilli pasta sauces, which it launched last month, priced at £1.49 per 350g jar.
Parfetts said the new pasta selection was meant to appeal to families looking for a “quick, easy, value-for-money meal solution”.
The launch marks the latest addition to Parfetts’ growing own label range. Over the past 12 months, it has added new lines including cereal, sweets and energy drinks.
It is expected to expand to over 200 lines by the end of 2024.
“Retail data shows that in 2021/2022, an average of 86g of pasta was consumed per person per week in UK households, making it a mealtime winner,” said Parfetts trading director Gurms Athwal.
“The Go Local dried pasta range provides consumers with the most popular pasta shape varieties and exceptional value through clearly marked pricing while offering retailers significant profit margins.
“Our commitment lies in empowering retailers by supplying products that enable them to compete effectively in the marketplace.”
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