Uniq Foodservice is sticking the St Ivel name on a new range of pasta snack salads ­ the first in a series of category diversifications for the brand. The strategy is to expand St Ivel ­ mainly known for its spreads, pot desserts and yogurts ­ into new categories by harnessing the areas of expertise from the convenience foods businesses that Uniq has acquired over the last year. As well as salads, Uniq's acquisition spree has brought in companies specialising in sauces, sandwiches and sandwich fillings ­ some of which could eventually come under the St Ivel brand. The St Ivel Pasta Snack Salads range comes in four varieties: pasta & prawn cocktail, pasta, tuna & sweetcorn, Mediterranean style pasta & chicken, and Italian style pasta & mozzarella. They come in a figure-of-eight shaped pot that contains a spork' ­ a deep fork that can be also be used as a spoon ­ and have a six day shelf life. Rsp: £1.89. Aimed at independent and forecourt retailers, the plan is to bring some branded weight to a sector dominated by own label. Steve Marchant, category development manager at Uniq Foodservice, said: "The St Ivel brand is recognised and trusted by consumers. It is a badge of quality that reassures consumers and we believe will encourage trial of the product." He added: "Uniq is currently investing in new product development and the St Ivel Pasta Salads range is only the beginning of a much longer term strategy to develop the food to go sector." {{MARKETING - P&P }}

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