stest-growing manufacturer of chilled pasta, has revealed its new packaging design, which is present across its entire pasta product range. The 1930s inspired design conveys the brand’s authenticity and provenance as well as highlighting its family values and commitment to sustainability. Monday is also the launch of its new consumer website, http://www.dellugo.co.uk a home for all Dell’Ugo branded products, featuring recipes, cooking advice and company history.The Dell’Ugo Deli range has also been brought closer to the main brand in look and feel. It has been renamed ‘Tipo Artiginale’, an Italian term to express the artisan nature of the recipe. On pack, the wording ‘Tipo Artiginale’ is shown in embossed lettering to reflect the premium positioning of the range, which includes ravioli parcels with more generous fillings and special ingredients such as Italian Parmesan and Truffle.
The new packaging designs took inspiration from old railway station signage and advertising posters of the 1930s, the year Ugo Foods Group set up and started production in London. The reverse of the packaging includes a short “Ugo family story” accompanied by a black and white historical family photograph of founder Luigi Ugo, giving a glimpse into Dell’Ugo’s family history and heritage and bringing the brand to life.
’We finally have a pack which communicates our core values to consumers in a meaningful way” says Chairman and third generation family member, Paul Ugo. “For example, we’ve been sourcing wild Porcini mushrooms from the same region of Italy since my Grandfather’s day and it is these values of heritage and provenance that we are now communicating through our new packaging designs. My Father and Grandfather would be very proud.”
Dell’Ugo is the UK’s largest fresh pasta brand and has been making pasta since 1929, based on traditional Italian family recipes. The new packaging designs will be in store from April. Dell’Ugo products are available from Waitrose and Ocado and prices range from £2.99 to £4.99.
