US-based Crosse & Blackwell’s 4Kids range of canned pasta is being re-launched to target the GBP 10m pasta market.
The revamped range, with updated packaging and new recipes for the existing seven line-up of pasta in tomato sauce, will hit stores in December 2012.
According to the company, the re-launched line-up, which aims to capitalize on young families, features a new packaging design to maximize the brand's seven character licenses which include Spongebob Squarepants, the Disney Princesses, Disney/Pixar Cars and Scooby Doo.
Crosse & Blackwell marketing director Chris Wright said the 4Kids range combines fun characters with good quality, filling meals.
"The pasta shapes range is already established in the market and we spotted an opportunity to replicate this success in the pasta meals sector with a range of exciting new products," Wright said.
4Kids pasta is available in 213g cans with an RSP of 49p. 4Kids pasta meals come in 213g cans with RSPs starting from 69p.
