B1288 words2:02News Report American AccentPublished May 16, 2026 · Updated May 16, 2026

Listen to Course

0:00

Comprehension Vocabulary Shadowing Quiz Dictation Writing Practice

How Italian Brand Mutti Turned Tinned Tomatoes Into a Status Symbol in the UK

Mutti, an Italian brand of tinned tomatoes, is close to becoming the top non-supermarket tomato brand in the UK.

The company has been growing its UK sales quickly since it arrived in the country in 2020.

In the twelve weeks from February, Mutti reached the number one position for the first time, with a market share of nearly eleven percent.

Supermarket own-label products still control more than sixty percent of the market.

Mutti's tinned tomatoes cost about one pound sixty, which is much more than supermarket brands that sell for around fifty pence.

Despite the higher price, many customers have chosen Mutti because of its focus on quality and taste.

The brand increased its UK and Ireland sales by nineteen percent last year, reaching about twenty-two million pounds.

A six-million-pound marketing campaign, which includes television adverts, is helping with brand positioning in the UK.

#10

Mutti was founded in 1899 and is based in the province of Parma, Italy.

#11

It is a family-owned company that processed a record seven hundred and twenty-five thousand tonnes of tomatoes last year.

#12

The brand now sells tinned tomatoes, passata, paste, ready-made sauces, and ketchup.

#13

A company van is currently touring UK cities, including Manchester, Liverpool, Edinburgh, and Cardiff, to promote its products to new customers.

#14

Francesco Mutti, the great-grandson of one of the founders, explained why the brand is becoming more popular.

#15

He said that taste is the main reason customers choose Mutti over cheaper alternatives.

#16

He believes that the Italian brand can play a significant role in kitchens across the UK.

#17

The company is expected to hold its number one market position for the rest of the year.

Recommended Courses

Learner Reviews

Write a review

Back to Courses Enroll

Plum position: how Mutti turned tinned tomatoes into a status symbol

Listen to Course

Learning Modes

Sentence Analysis

Vocabulary List (10 words)

Phrase List (4 phrases)

Recommended Courses

Learner Reviews

Vocabulary List (10 words)

Phrase List (4 phrases)

Listen to Course

Learning Modes

Sentence Analysis

Vocabulary List (10 words)

Phrase List (4 phrases)

Recommended Courses

Everything you need to know about sugar – from how much you should consume, to some of its 50...

Rising prices are Britons’ biggest money worry as inflation stays high, survey finds

Australian NBA star Dyson Daniels on his breakout season, missing three-pointers… and investing tips

Arm boss in line for billion-dollar payday if chipmaker hits targets

Learner Reviews

Vocabulary List (10 words)

Phrase List (4 phrases)