Explore Asian’s ‘free-from’ pasta joins main pasta aisles in Sainsbury’s

Explore Asian’s gluten free, organic and high fibre bean pastas will be stocked in Sainsbury’s from the end of June.  Normally found in the ‘free-from’ aisles, Sainsbury’s has taken the decision to position the bean pastas onto the main pasta shelves.  This is the first time this non-wheat based pasta has entered the mainstream pasta aisle.

According to Mintel, the sales of free-from foods are forecast to grow 13% to reach £531m in 2016, up from an estimated £470 million in 2015. The market growth comes as a result of free-from users widening their repertoires, with almost half (48%) of those who eat or buy free-from saying they are likely to eat more free-from food in the next year. What’s more, Mintel forecast the market to grow further, to reach £673m by 2020.

Recognising the increasing free-from trend, Sainsbury’s will place the bean pastas side by side with regular pasta options in over 364 stores across the country.

The bean pastas are made only from organic beans and water and are all suitable for vegetarian and vegans.  Sainsbury’s will offer three great tasting variations of Explore Asian pasta: Black Bean Spaghetti, Edamame & Mung Bean Fettuccine and Edamame Spaghetti.

Explore Asian offers the convenience of pasta, with the benefits of beans.  Perfect for use with a pasta sauce, in a stir fry, or as a high protein snack.

Per Nilson of Explore Asian said “We’re really excited that our free-from pastas are going to be featured on the main pasta aisles in Sainsbury’s.  This is a great leap forward and supports our belief that our gluten-free, high protein bean pastas are suitable for almost everyone to enjoy and are an easy swap for those looking for a pasta alternative.”

The bean pastas are available in four variations, Black Bean Spaghetti, Edamame & Mung Bean Fettuccine, Soy Bean Spaghetti and Edamame Spaghetti and retail around £3.29 for a 200g pack.