The range, Premium in red pasta sauce segment in Germany, will enrich the portfolio of Casalasco Group, Italian leader in tomatoes.
Cremona (Italy) – January 16th, 2025 – A new acquisition for Casalasco. The Group, one of the major players worldwide in the production and processing of industrial tomatoes, has purchased the well-known German range of pasta sauces “KNORR - TOMATO AL GUSTO” from Unilever.
The agreement for the transfer of ownership of the range, launched by Unilever in the 90s, was signed in Hamburg in last weeks and will be effective from March 1st, 2025.
Casalasco, already owner of Pomì, Pomito and De Rica brands, with an integrated supply chain based on 800 farms, 5 factories and 70 packaging lines, is thus enriching its range with another addition that is very well-known and appreciated by German consumers, strengthening its positioning in Germany, a country already covered by Pomito brand.
Tomato al Gusto has been present on German shelves as a sub-brand of the Knorr brand for over twenty years, positioned in the Premium range of tomato-based products, characterized by various plant-based recipes up to a ready-to-use version of Carbonara, all packaged in 370 or 500g boxes.
For a transitional period of 12 months from the deal, Casalasco also obtains the right to use the Knorr brand exclusively in combination with this range of products. Knorr brand remains in all respects the full property of Unilever.
Tomato al Gusto products have always been packaged by Casalasco on behalf of Unilever and will be added to the over 2,300 references that the Casalasco Group distributes in over 60 countries worldwide, with an export share of over 70% and a consolidated turnover of €630 million in 2023.
“With this operation – explains Costantino Vaia CEO of Casalasco – our Group intends to consolidate its presence in Germany, one of the main European markets for food and to give a clearly Italian identity to brands distributed globally. The acquisition of the “Tomato al Gusto” range – concludes Vaia – is part of the internationalization process undertaken in recent years and will strengthen the position of Casalasco at European level in a strategic segment such as that of red preserves”.
Casalasco will distribute the products on German supermarkets with the collaboration of its historical commercial partner Hengstenberg GmbH & Co from Esslingen, with which it already reaches the market with the Pomito brand.
