Home / Business and Economy / Italian Tomatoes Take Over UK Shelves
Italian Tomatoes Take Over UK Shelves
16 May
Summary
- Mutti is set to surpass Napolina as the UK's top non-supermarket tomato brand.
- The brand's popularity surged due to increased home cooking post-lockdowns.
- Rising energy costs pose a threat to Mutti's profit margins.
Italian premium tomato brand Mutti is on the verge of overtaking Napolina to become the UK's largest non-supermarket supplier of tinned tomatoes, passata, and paste. This significant market shift comes as Mutti's share reached nearly 11% in the 12 weeks leading up to February. The family-owned company, established in 1899 and based in Parma, has seen its UK sales climb by 19% last year.
Mutti's success is largely driven by a focus on taste and quality, appealing to consumers increasingly cooking from scratch. The brand's UK boss notes a 'cult of tomato lovers' has developed, with sales benefiting from word-of-mouth and a trend towards seeking quality ingredients amidst the cost of living crisis, as people dine at home more often.
Despite its growth, Mutti is grappling with external economic pressures. The company, which processes tomatoes from 1,000 farming families across Italy, is experiencing rising fuel and energy costs. These are exacerbated by global events and climate change impacts. Mutti's leadership has indicated that if energy prices, which are critical for processing tomatoes, do not decrease by July, it will affect profit margins.
