Wegman Introduces A Taste of Italy

Wegmans LasagnaGrocer Wegmans announced on their official blog “Fresh Stories” the introduction of frozen single serve lasagna. The new product is presented by importer Leo Letti of Tuscany who initially created the Wegmans private brand Italian Classics artisan pasta sauces. Wegmans product developers worked to translate Letti’s traditional recipe into a more delicate a more delicate recipe just right for today’s singles or empty nesters. More delicate, how? The semolina egg pasta is a little thinner and there are more vegetables layered with a creamy Béchamel sauce, with grana cheese instead of a heavier ricotta.

These are imported from Leo’s Tuscan operation, with the vegetables, the herbs, even the olive oil coming from his own fields or those of his neighbors. There are three flavors: artichoke, zucchini, and marinara which are $3.99 each.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.