November 28, 2020

First fresh frozen restaurant-quality pasta to launch in the UK

UK shoppers could get their first taste of fresh frozen pasta in the new year as Beroni gets ready to launch restaurant quality pasta that can be made at home in as little as 30 seconds. 

Developed and manufactured in the UK, Beroni pasta dough is freshly prepared by mixing the finest durum wheat semolina with water. The fresh dough is then shaped into penne, fusilli or macaroni formats before being cooked ‘al dente’ then immediately frozen to preserve its freshness.

With families increasingly looking for quick meal solutions, with speed to prepare being a key consideration for shoppers when buying pasta, Beroni ticks these boxes because it can be cooked in boiling water in only 30 seconds; microwaved at 800W for two minutes and 30 seconds or pan or wok-fried in three minutes. It contains no preservatives or additives. It is also suitable for vegans.

Aimed at families looking for an everyday meal option, Beroni pasta is produced in recyclable 1kg bags with an estimated MRP of under £3 per pack. It will be the first fresh frozen pasta to have been launched in the UK. Research has shown that pasta was one of the top four grocery items bought during the Covid lockdown earlier this year and that it remains one of the four items that households expect to continue consuming more of moving forward. Beroni is already in advanced discussions with retail multiples about listings, with decisions anticipated before the end of the year.

Manufactured in the UK by Ebrofrost, which has supplied fresh frozen pasta to restaurants around the world since 1998, Beroni is a three-way joint venture with FMCG and retail specialist Bridgethorne, which will handle commercial and marketing activity, and Food Team International, which will handle retail distribution and logistics.