Plum position: how Mutti turned tinned tomatoes into a status symbol
Mutti, an Italian brand of tinned tomatoes, is gaining popularity in the UK, poised to overtake Napolina as the leading non-supermarket brand. The company has launched a promotional van tour across major cities to boost its visibility and sales, which increased by 19% last year. Despite rising energy costs impacting margins, Mutti continues to focus on quality and taste, appealing to consumers looking for premium cooking ingredients.
- ▪Mutti's tinned tomatoes retail at about £1.60, significantly higher than supermarket own-label options.
- ▪The brand reached a market share of nearly 11% in the UK, becoming the top non-supermarket brand for the first time.
- ▪Mutti has launched a £6m marketing campaign, including a promotional van tour across UK cities to attract more customers.
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Mutti’s promotional van, pictured in Battersea, south London, will travel to several other big cities. Photograph: c/o MuttiView image in fullscreenMutti’s promotional van, pictured in Battersea, south London, will travel to several other big cities. Photograph: c/o MuttiFood & drink industry Plum position: how Mutti turned tinned tomatoes into a status symbolItalian brand poised to overtake Napolina in UK sales is touring the country on a mission to win more customersSarah ButlerSat 16 May 2026 07.00 EDTSharePrefer the Guardian on GooglePosh jars of beans, fancy cooking oils and bougie tonic waters have tempted many of us to splash out in the hope of discovering a more exciting taste.
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