Nestle launches ready-to-eat pasta

Nestle has extended its brand to ready-to-eat pasta with Maggi Nutri-licious (nutritious and delicious) Pazzta.

Available in two flavours, Masala Penne (Rs12) and Cheese Macaroni (Rs15). According to Nestle general manager (foods) Shivani Hegde the product has been developed specifically for India.

''It required tremendous R&D efforts and food expertise. Our team in India has worked extensively with the Nestle R&D centre in Germany to develop pasta made from 100 per cent suji which is known to be healthy in India.''

The cooking time for the pasta is only five minutes.

Nestle has decided to position the pasta as a tasty, healthy and convenient light meal for the entire family. The launch will be supported with a 360-degree campaign comprising television, press, radio and so on, so that the message is carried to the entire family.

Nestle has tweaked the Maggi instant noodles line a bit for the pasta, which now says "Taste Bhi, Health Bhi... Khushiyan Bhi" (taste, health and also happiness).

According to Hegde, the initial feedback from the market has been positive and consumers have found it tastier than rival products.

The company has decided to market the pasta under the Maggi brand. It is widely recognised as the most-popular brand in the food category in India. Hegde believes, ''Consumers have strong bonds with Maggi noodles. Maggi Nutri-licious Pazzta is another innovative concept and will further grow the market for tasty, healthy and convenient light meals.''