Beroni ‘restaurant-style’ frozen pasta to launch in Waitrose

By Jerome Smail contact

- Last updated on GMT

Beroni frozen pasta to launch in Waitrose

Related tags: frozen, Npd, Ingredients & nutrition

Beroni frozen pasta is launching in Waitrose stores around the country from 11 January.

The product is available in penne, fusilli and macaroni varieties and aims to provide shoppers with restaurant-quality al dente​ pasta that can be made at home in as little as 30 seconds.

“This is the first time that shoppers will be able to buy fresh frozen pasta for themselves to enjoy at home,”​ said Beroni’s Andrew Cole.

Freshly prepared

Beroni pasta contains no preservatives or additives, is suitable for vegans and will be available in recyclable 1kg bags. The estimated maximum retail price is about £3 per pack.

The product is manufactured in the UK by Ebrofrost, which has supplied fresh frozen pasta to restaurants around the world since 1998.

The Beroni pasta dough is freshly prepared by mixing French durum wheat semolina with water. The fresh dough is then shaped before being cooked al dente​ and then immediately frozen to preserve freshness.

The pasta can be cooked at home by boiling in water for 30 seconds, microwaved at 800W for two minutes and 30 seconds, or pan- or wok-fried in three minutes.

Three-way venture

Beroni is a three-way joint venture with FMCG and retail specialist Bridgethorne, which handles commercial and marketing activity, and Food Team International, which takes care of retail distribution and logistics.

The product has been developed following research conducted for the company. Results found pasta was one of the top four grocery items bought during the first COVID-19 lockdown and remains a food households expect to continue consuming in greater quantity in the future.

Quick solution

“Beroni is ideal for families increasingly looking for quick meal solutions,”​ said Cole.

“Moreover, by adding something tangibly different to their pasta offering, it introduces something brand new for Waitrose customers in a category that has become even more of a staple for families over the last year and looks set to remain so.”

Hope Hurst, Waitrose partner and frozen buyer, said: "We are excited to be the first supermarket to offer fresh frozen pasta for our customers to enjoy cooking at home, giving them the taste of fresh pasta with the convenience of frozen.”

Related topics: NPD, Frozen

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2 comments

Frozen Pasta

Posted by Bill Cook,

I would like to correct your article. Frozen Pasta was first launched by Iceland in around 1984 ; they launched two types Fuselli being one and the second I am unsure of. The buyer in charge at the time was Andrew Birkett and the product was developed and produced for them by Frank Idiens and sons, of Wisbech in Cambs.

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Most excellent Pasta

Posted by Alistair Niederer,

I tried the Penne - terrific - 30 secs in the boiling water and gave a ‘real’ fresh pasta experience. The bite was perfect.

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