The Sainsburys Taste the Difference fresh filled pasta collection is expanding, with the new variety Goats Cheese & Caramelised Onion Mezzelune, available on Sainsburys shelves already. This new variety combines sweet, savoury, and creamy flavours in one refined recipe, bringing a distinctive new dimension to the existing Taste the Difference range.
The Evolving Pasta Landscape in the UK
The UK pasta market is experiencing a notable period of change. While dry and ambient pasta formats have long dominated in volume, fresh filled pasta has emerged as a key driver of category growth, with consumers increasingly seeking premium, high-quality meal solutions.
Recent market data highlights this shift:
- Fresh filled pasta has seen a 16.1% increase in value sales over the past year
- Volume sales are up 6.9%, significantly ahead of many dry pasta formats
- Fresh filled pasta has become the leading segment in take-home value across the pasta category*
These trends demonstrate evolving consumer preferences, with more households opting to spend slightly more on products that offer superior flavour, texture, and convenience. While dry pasta remains an important pantry staple, fresh pasta is rapidly increasing its share of the market, particularly among consumers looking for quick-to-cook yet restaurant-quality meals.
From Concept to Cart
As with all Taste the Difference fresh filled pasta products, the new Goats Cheese & Caramelised Onion Mezzelune has undergone a rigorous development process. Working closely with specialist pasta producers in Italy, Atlante has worked with the JS development team on delivering exceptional quality and consistency.
This has included:
- The use of premium pasta dough for optimal texture and freshness
- A precisely balanced filling, combining creamy goats cheese with the subtle sweetness of caramelised onion
- Strict adherence to standards for food safety, sustainability, and flavour integrity
The result is a product that reflects the craftsmanship and culinary heritage of Italy, tailored to the expectations of the UK grocery market.
A Heritage of Innovation
Fresh filled pasta has been an integral part of Italian cuisine for centuries, with roots tracing back to the Renaissance. Regional specialities, such as Emilia-Romagna’s tortellini, Piedmont’s agnolotti, and Tuscany’s ravioli, are a protected part of Italy's rich food culture.
Alongside these classics are a wide variety of other distinctive shapes, including cappelletti (little “hats”), girasole (shaped like sunflowers), and mezzelune (literally “half-moons”). The mezzelune format chosen for this new SKU is ideally suited to holding generous, flavourful fillings.
Strengthening the Premium Range
Sainsbury’s Taste the Difference range is already known for its diverse and indulgent pasta varieties — from Prawn, Chilli & Garlic to Butternut Squash & Sage. The new Goats Cheese & Caramelised Onion Mezzelune builds on this reputation.
This launch also reflects Atlante’s ongoing commitment to innovation in established grocery categories. By collaborating closely with our retail partners, we aim to bring authentic Italian quality and modern culinary inspiration to the UK market.
Looking Ahead
Fresh filled pasta continues to gain momentum in the UK and this new addition is well positioned to meet growing demand for premium, high-quality meal solutions. Combining authentic ingredients, artisanal production, and contemporary flavour trends, the Goats Cheese & Caramelised Onion Mezzelune delivers an elevated experience that aligns perfectly with the Taste the Difference brand.
This launch represents another successful collaboration between Atlante and Sainsbury’s, and a further example of how we connect exceptional Italian products with leading UK retailers.
*Data from The Times, The Grocer, Kantar, Nielsen
