Canned tomato brand Mutti has just announced the launch of a pricemarked pack (PMP) which is only available in convenience stores.
Its best-selling 400g Polpa Finely Chopped Tomatoes now come in a £1.65 PMP designed specially for the independent retail channel. The Polpa is crafted from 100% Italian sun-ripened tomatoes, harvested at peak ripeness and processed using its patented cold-crushing method.
Over five years since launching in the UK, Mutti has built steadily from a challenger brand , growing volume and value by more than 50% in the latest year alone, NIQ data shows. With its premium Italian credentials and its strong appeal to shoppers looking for transparent, quality ingredients, it has added £12m in category value over 12 months – supporting shopper trade up and category premiumisation.
Trends such as premiumisation, value perception, home cooking and small basket missions have all worked towards the success of the Mutti brand. The new PMP is designed to help independent retailers tap into the growing demand for premium in-home meal ingredients, with transparent pricing to cue value at point of purchase. Despite a challenging economic climate there is big headroom for retailers to drive category trade-up with premium brands, it says.
The brand is investing a further £5m in marketing in 2025. Louise Jobson, head of category and shopper marketing, said: “Independent retailers are the heart of their communities, and we’re proud to offer them this exclusive format of our top-selling Polpa. With more shoppers cooking at home and seeking quality ingredients at clear value, this launch gives retailers the perfect way to meet demand and drive basket spend. Let’s grow the category together – with the brand that’s transforming it.”
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