Crosta & Mollica Italian-inspired breads coming to Sainsbury’s

 Baked goods supplier Crosta & Mollica is introducing four new Italian bakery lines at Sainsbury’s.

The new products will be rolled out into more than 400 Sainsbury’s stores nationwide and include piada, an Italian flatbread used to make folded sandwiches, which the supplier bakes with olive oil rather than the traditional lard.

The full line-up is:

  • Crosta & Mollica Piada with Durum Wheat – 300g, rrp £1.60
  • Crosta & Mollica Mini Piada with Durum Wheat – 100g, rrp £1.00
  • Crosta & Mollica Piada Wholeblend – 300g, rrp £1.60
  • Crosta & Mollica Pane Pugliese – 400g, rrp £2.00.

Pane pugliese is described by the supplier as “the finest toasting bread”. It has a thick crust, golden crumb and slightly chewy texture.

The launch will be supported by an on-street sampling campaign and promotional activity in-store.

“Having launched in Sainsbury’s last year with five savoury biscuit lines, we found Sainsbury’s customers had a great appetite for our authentic Italian bakery products,” commented James Orr, founder of Crosta & Mollica.

“This year, as well as having a prominent place in the ambient aisles, we will be expanding into the fresh bakery aisles to bring our SKUs to 13 – more than doubling our presence.”

The supplier already supplies Sainsbury’s with conserves and biscuits, and unveiled a new range of crackers at the retailer earlier this year.

Crosta & Mollica’s products also retail at Waitrose, Tesco, Ocado, Booths and Whole Foods Market.

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