Plum position: how Mutti turned tinned tomatoes into a status symbol

"Mutti, the Italian brand whose tinned tomatoes retail at about 1.60 compared with about 50p for a tin of supermarket own-label, is poised to overtake Napolina, which retails at about 1 a tin, as the UK's biggest non-supermarket brand of tinned tomatoes, passata and paste. It reached the No 1 spot for the first time in the 12 weeks from February, according to market data, with a share of nearly 11%."

"Mutti is on track to hold that prime position for the rest of the year, helped by a 6m marketing campaign, including TV adverts. Supermarket own labels still control more than 60% of the market. Mutti is a family-owned brand, which arrived in the UK in 2020. It increased sales here by 19% last year, reaching 26.2m (about 22.4m) for the UK and Ireland."

"It now has a van touring UK cities, including Manchester, Liverpool, Edinburgh and Cardiff, to promote its products, which now extend to ready-made sauces and ketchup. Francesco Mutti in front of Mutti tins, which retail for about 1.60. Photograph: Giacomo Terracciano/c/o Mutti Founded in 1899 and based in the province of Parma, the company processed a record 725,000 tonnes of tomatoes last year."

"Francesco Mutti, great-grandson of one of the founders, says the brand is gaining popularity because of its focus on taste. We think and believe that it can really play a significant role in a cuisine, he said on a trip to London to kick off its van tour. It's not Champagne but it has dignity, and is full of flavour. Mutti works with 1,000 farming families across Italy to provide its tomatoes, which are processed over about 70 days from mid-July to late September."

Mutti premium tinned tomatoes, passata, and paste are poised to overtake Napolina as the UK’s biggest non-supermarket brand. Mutti reached the No 1 spot for the first time in the 12 weeks from February, holding nearly 11% share, and is on track to maintain the position through the year. Supermarket own labels still control more than 60% of the market. Mutti is family-owned, arrived in the UK in 2020, and increased sales by 19% last year to 26.2m for the UK and Ireland. A six-month marketing campaign with TV adverts and a van tour across major UK cities promote products that now include ready-made sauces and ketchup. The company processes tomatoes from 1,000 farming families in Parma over about 70 days each season.

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