economy
Plum position: how Mutti turned tinned tomatoes into a status symbol
Italian brand poised to overtake Napolina in UK sales is touring the country on a mission to win more customers
TL;DR
- Mutti, an Italian tomato brand, is set to become the UK's leading non-supermarket seller of tinned tomatoes, overtaking Napolina.
- The brand's popularity is attributed to its focus on taste, quality ingredients, and a rise in home cooking post-Covid-19.
- Mutti's UK sales increased by 19% last year, reaching €26.2m, supported by a £6m marketing campaign and a van tour across UK cities.
- Despite the cost of living crisis, sales have grown as consumers opt for home dining and seek premium ingredients.
- The company faces pressure from rising fuel and energy costs, which could affect margins and necessitate price adjustments.
- Mutti is investing in solar panels to offset energy costs but relies on external factors for processing capabilities.