Wegmans to Launch Private Label Super Pasta Brand

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August 31, 2010

Rochester, N.Y.-based Wegmans has formulated a healthier pasta packed with whole grains, extra protein and fiber, omega 3-s and other vitamins.

In addition to the nutritional value, Wegmans claims it has created a great-tasting better-for-you comfort food. In the package, Super Pasta is a light brown color, but as it cooks, it turns a lighter shade, close to that of traditional white pasta. In both taste and appearance, it resembles traditional white pastas, which may be a plus in winning over those who have turned away from whole wheat pastas before, according to Wegmans’ product developers.

“We wanted a whole-grain pasta that everyone in the family would like –– including kids and others who haven’t liked the taste or texture of whole wheat pastas,” said Wegmans Nutrition and Product Labeling Manager Jane Andrews. “We also thought it should have important nutrients that are often in short supply in many people’s diets, especially growing children’s. Many studies show that most of us can benefit from extra calcium, vitamin D, and ALA omega 3-s, so we added them.”

At $1.99 per package, Super Pasta comes in five varieties: spaghetti, thin spaghetti, penne rigate, spirals and elbows. It will be prominently displayed in stores beginning Labor Day weekend. The 76-store operator also plans to sample the products and conduct culinary demos this fall. The next issue of Wegmans’ Menu magazine will include coupons for Super Pasta to encourage trial.

One of the new pasta’s most important nutritional advantages is extra fiber, Andrews says. “Super Pasta has fiber from whole grains, as well as some resistant starch, a kind of fiber that comes from corn. Both types slow down the rate of digestion, so you feel fuller longer, and the rise in blood sugar is more gradual and sustained. That’s good for everybody, but especially for people with diabetes.”

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