An Authentic Taste Of Italy from Sainsbury’s

Made in Lombardy in Northern Italy, United Kindom based grocer Sainsbury’s new private brand “Taste the Difference” filled pastas are carefully produced using the best ingredients and free-range eggs. New sophisticated flavors include fiery and intense N’duja- a DOP product made from local Calabria pigs, smoked scamorza- a creamy Italian cheese and DOP Parmigiano Reggiano. The Pasta and sauces launched in store on June 1st.

DOP is short for Denominazione di Origine Protetta (literally “Protected Designation of Origin”). As the the name suggests, this certification ensures that products are locally grown and packaged. And it makes a promise to the consumer: It’s a guarantee that the food was made by local farmers and artisans, using traditional methods. In fact, by law, only DOP products like balsamic vinegar can carry the word “traditional” on their labels, because they adhere to local traditions

As delicious as they are convenient, the new pastas pair beautifully with the new fresh pasta sauces, for restaurant-style gourmet flavors of Italy.

The pastas include:

Taste the Difference Tomato & Smoked Mozzarella Ravioli – filled with a rich blend of sweet, slow-roasted SunBlush tomatoes and smoked scamorza, a milky mozzarella-style cheese, with creamy ricotta and a hint of garlic and oregano.

Taste the Difference Spinach & Lemon Ricotta Grand Tortelloni – These are stuffed with a vibrant mix of coarsely chopped spinach, ricotta and Parmigiano-Reggiano cheeses, and a sprinkling of tangy Sicilian lemon zest.

Taste the Difference N’duja Grand Tortelloni – These plump pasta parcels pack a real punch; stuffed with spicy n’duja salami, the soft and fiery Calabrian specialty, with creamy ricotta and a dash of rich SunBlush tomato tapenade to balance the heat.


by Sainsbury’s Quinoa Bolognese 350g – A vegetarian twist on a classic, rich tomato sauce packed full of red quinoa and sundried tomato paste, with a slight smokiness from oak smoked salt and smoked garlic.

Taste the Difference Puttanesca Sauce 350g – This zesty sauce is brimming with punchy Italian flavors. Sweet, ripe tomatoes are laced with rich, salty notes from the black olives, capers, and anchovies to cut through the richness of extra virgin olive oil. With subtle heat from bird-eye chilies and the distinctive aromas of garlic and oregano.

Taste the Difference Spicy Nadja & Tomato Sauce 350g – Enjoy the spicy richness of n’duja, the soft, spreadable pork salami from Calabria, in Italy’s southernmost tip. Sainsbury blends it with plump Italian tomatoes, extra virgin olive oil, chilies and smoked paprika to make a fiery sauce that’s bursting with intense flavor.

Taste the Difference Four Cheese Sauce 350g- The velvety four-cheese sauce combines the savory tang of Italian Grana Padano and pecorino cheeses with Barber’s mellow West Country cheddar. The chef then added mascarpone for creaminess, plus double cream for good measure, and round it off with a dash of mustard.

Gorgeous with a glass of gutsy Italian wine; the Taste the Difference Valpolicella Ripasso is a rich garnet in color with juicy flavors of red berries and ripe cherries, finished with warming spice notes. This wine has undergone the unique ‘ripasso’ process where partially dried grapes are used to make the wine, resulting in more concentrated flavors. For lighter flavors opt for Taste the Difference Pinot Grigio Dolomiti Blush, produced in Trentino, in the picturesque Dolomite Alps of North East Italy. A delicate pink in color, its floral aromas lead into crisp and refreshing peach flavors with berry notes.

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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.