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Pasta, Rice and Noodles - UK - March 2011

This report assesses the performance of the UK noodles, rice and pasta market. Value sales have grown by 9% and 2.9% in 2009 and 2010 respectively, with market value reaching £1.47 billion in 2010. Global shortages of wheat – the result of extreme weather conditions in key supply countries and rising demand from emerging economies – have led to rising commodity prices, and while this has, as yet, only affected the retail prices of wheat-based products (including pasta and noodles), there are fears that the cost of rice may also escalate. To date, however, stockpiles of rice have helped to buoy the market, and in addition, value growth of both pasta and rice has been constrained by a high level of discounting and promotional activity.

  • Pasta brands need to focus on premiumisation in order to raise awareness as currently only 30% of pasta consumers prefer to buy well-known brands and just 28% are prepared to pay more for premium products.
  • Consumers remain largely unconvinced as to the merits of fresh pasta, with only just over a third of consumers (34%) believing that fresh pasta tastes better than dry pasta, which poses a challenge for the premium segment within the pasta market.
  • Over a third of consumers who have increased their consumption of pasta over the past year believe that that are not enough healthy options available, and two out of five of those who already eat wholewheat pasta share that opinion.
  • Under pressure from own-label, rice brands should look to added value formats such as microwaveable rice for growth opportunities, where almost half of buyers prefer to buy well-known brands.
  • Almost three in five consumers are interested in trying out new rice dishes and two in five “like trying out different rice varieties”, highlighting an opportunity for retailers and brands alike to develop a broader specialist and premium rice offer.
  • Noodle brands need to focus more on their health credentials as while both consumers of pasta and rice largely view the products as healthy and nutritious (74% and 73% respectively), fewer noodle consumers – 58% – consider noodles to be a “healthy meal option”, and more than half believe that instant and pot noodles are too high in salt.

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Table of contents

  1. Introduction

      • Definition
        • Noodles
          • Rice
            • Pasta
              • Excluded
                • Consumer research
                  • Abbreviations
                  • Issues in the Market

                      • How have rising commodity and retail prices impacted on the market for pasta, rice and noodles?
                        • And how have price increases and other factors impacted upon consumption of these products?
                          • How are the leading players managing to add value to the category?
                            • How can brands look to increase volume and frequency of consumption?
                            • Future Opportunities

                                • Premiumization & Indulgence
                                  • A simple balance for health
                                  • Executive Summary

                                      • The market
                                        • Figure 1: Forecast of retail sales of pasta, rice and noodles, 2005-15
                                      • Market factors
                                        • Rising commodity and retail prices drive market
                                          • Growth in the number of Abs to boost pasta and noodles
                                            • Increasing ethnic populations boost rice market
                                              • Companies, brands and innovation
                                                • Market shares
                                                  • NPD is dominated by branded rather than own-label
                                                    • Figure 2: New product launches in the UK pasta, rice and noodles market, Branded vs Private label 2008-10
                                                  • Brand promotion and communication
                                                    • The consumer
                                                      • Figure 3: Changes in consumption of pasta, rice and noodles, February 2011
                                                    • What we think
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Rising retail prices
                                                          • Market buoyed by promotions, discounts and high levels of NPD
                                                            • Commodity prices continue to fluctuate
                                                              • Scratch cooking benefiting the pasta, rice and noodles market
                                                                • Figure 4: Trends in agreement with selected lifestyle statements about food, 2006-10
                                                              • The ‘post-recession consumer’ focuses less on health and affordability
                                                                • Figure 5: Trends in agreement with selected lifestyle statements about health foods, 2006-10
                                                              • Rice and pasta more popular, potatoes in long-term decline
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • Changing demographics provide opportunities for growth
                                                                    • Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
                                                                  • Growth in demand for ‘child-friendly’ foods/meals
                                                                    • Growth of ethnic population drives bulk sales of dry rice
                                                                      • Figure 7: The UK population by ethnic group, 2007
                                                                    • Convenience remains an influential factor in supermarket and product choice
                                                                      • Consumers confused by perceptions of what is ‘healthy’
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Pizza and ready meals
                                                                            • Figure 8: Trends in consumption of other convenience foods, 2006-10*
                                                                          • Retail sales of convenience products
                                                                            • Figure 9: UK retail sales of carbohydrate-based meals, cooking sauces and ready meals, 2005-10
                                                                          • Slower growth for pasta despite high levels of NPD and promotional activity
                                                                            • Sales of pasta buoyed by campaigns aimed at improving consumers’ cooking skills and confidence
                                                                              • Noodles boosted by demand for stronger and more authentic flavours – particularly Asian cuisine
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • NPD is dominated by branded rather than own-label
                                                                                        • Figure 10: New product launches in the UK pasta, rice and noodles market, Branded vs Private label 2008-10
                                                                                        • Figure 11: New product launches by top 10 companies in the UK pasta, rice and noodles market, by company, 2008-10
                                                                                        • Figure 12: NPD in noodles, pasta and rice, % by Category 2007-10
                                                                                      • Natural and free-from claims are increasingly important
                                                                                          • Figure 13: New product launches in the UK pasta, rice and noodles market, by claims, 2008-10
                                                                                        • Consumers’ taste for exotic, spicy and highly-flavoured products drives NPD
                                                                                          • More choices for children – and an opportunity for premiumisation
                                                                                            • Convenience and fast/easy to prepare
                                                                                                • Figure 14: New product launches in the UK pasta, rice and noodles market, by launch type, 2008-10
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • Discounting and ‘trading-down’ continue to impact market value.
                                                                                                  • Value growth constrained by promotions and discounting
                                                                                                    • ‘Eating in’ trend continues to boost sales of both ethnic and premium products
                                                                                                      • Figure 15: UK retail value sales of noodles, rice and pasta market, 2004-15
                                                                                                    • Need for convenience drives consumer interest in microwaveable and easy to prepare formats
                                                                                                      • Forecast
                                                                                                        • Figure 16: Forecast of retail sales of pasta, rice and noodles, 2005-15
                                                                                                      • Forecast methodology
                                                                                                      • Segment Performance

                                                                                                          • Pasta and pasta-based meals
                                                                                                            • Figure 17: UK retail value sales of pasta market, 2005-15
                                                                                                          • Dry recipe pasta enjoyed a surge in demand as consumers opted for convenience
                                                                                                            • Promotional activity and NPD boost consumer interest in filled and fresh pasta
                                                                                                              • Figure 18: UK retail value sales of pasta market, by type, 2008-10
                                                                                                            • Rice
                                                                                                              • Budget conscious consumers boost sales of bulk formats
                                                                                                                • Figure 19: UK retail value sales of rice, 2005-15
                                                                                                              • Consumers’ taste for exotic and ethnic foods, and demand for convenience formats drives sales of dry and microwaveable rice.
                                                                                                                • Figure 20: UK retail value sales of rice market, by type, 2008-10
                                                                                                              • Noodles
                                                                                                                • Noodles relatively buoyant, despite being more of a ‘niche’ product than a staple
                                                                                                                  • Figure 21: UK retail value sales of noodles, 2005-15
                                                                                                                • Minimal effort – maximum flavour, drives demand for snack and savoury noodles
                                                                                                                  • Figure 22: UK retail value sales of noodles market, by type, 2008-10
                                                                                                                • Dry noodles still more popular than fresh
                                                                                                                  • Figure 23: Trends in types of pasta and noodles (fresh or dried) used, 2008-10
                                                                                                              • Market Shares

                                                                                                                • Key points
                                                                                                                  • Pasta and pasta-based meals
                                                                                                                    • Figure 24: Retail value sales of the UK dry pasta category*, by company and brand, 2008-10
                                                                                                                  • Rice
                                                                                                                    • Figure 25: Retail value sales of the UK rice category, by company and brand, 2008-10
                                                                                                                  • Noodles
                                                                                                                    • Figure 26: Retail value sales of the UK noodles category, by company and brand, 2008-10
                                                                                                                • Companies and Products

                                                                                                                  • Manufacturers and brands
                                                                                                                    • Figure 27: Leading companies in the pasta, rice and noodles market and their brands*, 2011
                                                                                                                  • Major players
                                                                                                                    • De Cecco
                                                                                                                      • Heinz
                                                                                                                        • Mars
                                                                                                                            • Figure 28: Mars Pasta, Rice and Noodles Brands, 2011
                                                                                                                          • Napolina Limited
                                                                                                                              • Figure 29: Napolina Ltd, New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
                                                                                                                            • Nestlé
                                                                                                                              • Premier Foods
                                                                                                                                  • Figure 30: Premier Foods Most recent new product launches in the UK pasta, rice and noodles market , July 2009-January 2011
                                                                                                                                • Tilda
                                                                                                                                    • Figure 31: Tilda New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
                                                                                                                                  • Unilever
                                                                                                                                      • Figure 32: Unilever, New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
                                                                                                                                    • Veetee Rice Limited
                                                                                                                                        • Figure 33: Vetee, New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                      • Key points
                                                                                                                                        • Overall adspend dipped sharply in 2009 as major brands cut their advertising expenditure
                                                                                                                                          • Figure 34: Main monitored media advertising expenditure on pasta, noodles and rice, 2008-10
                                                                                                                                        • A notable rise in above-the-line expenditure in 2010, although still way below pre-recession levels
                                                                                                                                          • Rana and Princes increased their advertising commitment at the height of the recession
                                                                                                                                            • Television and press continue to dominate advertising
                                                                                                                                              • Figure 35: Main monitored media spend on pasta, noodles and rice, by media type, 2008-10
                                                                                                                                            • Convenience/ready to eat formats and world foods a key focus of adspend
                                                                                                                                              • Adspend by season shows clear peaks in Spring and Autumn
                                                                                                                                                • Figure 36: Adspend by seasonality correlated with NPD activity, 2010
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Multiples remain dominant, however consumers move ‘downmarket’
                                                                                                                                                  • Retailers have responded to the growth in demand for ehnic food and larger packs of staple food products
                                                                                                                                                  • The Consumer – Pasta Usage and Consumption

                                                                                                                                                    • Key points
                                                                                                                                                      • A slow rise in pasta consumption, with growth driven by younger consumers.
                                                                                                                                                          • Figure 37: Consumption of pasta, January 2011
                                                                                                                                                        • Dry pasta is eaten more often than other type of pasta
                                                                                                                                                          • 16-24-year-olds consume more pasta and sauce than other age groups
                                                                                                                                                              • Figure 38: Types of pasta eaten, January 2011
                                                                                                                                                            • Fresh and filled pasta the choice of affluent professionals
                                                                                                                                                                • Figure 39: Types of pasta eaten, by consumption of pasta, January 2011
                                                                                                                                                              • Consumers are more aware of the requirements of a healthy diet
                                                                                                                                                              • The Consumer – Rice Usage and Consumption

                                                                                                                                                                • Key points
                                                                                                                                                                  • Rice consumption is widespread, however overall demand has stagnated over the past year
                                                                                                                                                                      • Figure 40: Consumption of rice, January 2011
                                                                                                                                                                    • Rice has traditional and ‘comfort food’ appeal
                                                                                                                                                                      • Convenience/ease of preparation is more of a factor for lower-income consumers
                                                                                                                                                                        • Rice pudding evokes the nostalgia of childhood for the over-55s
                                                                                                                                                                            • Figure 41: Types of rice eaten, January 2011
                                                                                                                                                                        • The Consumer – Noodles Usage and Consumption

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Demand for noodles is rising slowly
                                                                                                                                                                                • Figure 42: Consumption of noodles, January 2011
                                                                                                                                                                              • Instant and dry egg noodles the most popular
                                                                                                                                                                                  • Figure 43: Types of noodles eaten, January 2011
                                                                                                                                                                              • Attitudes Towards Eating Pasta

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Pasta provides a quick and convenient meal
                                                                                                                                                                                    • Over half of consumers are unconvinced that fresh pasta is better than dry pasta
                                                                                                                                                                                      • Strong demand for healthier options
                                                                                                                                                                                        • Figure 44: Attitudes towards eating pasta, January 2011
                                                                                                                                                                                    • Attitudes Towards Eating Rice

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Rice is present in most grocery cupboards, however there is still plenty of room for market growth
                                                                                                                                                                                          • Over a third of rice consumers undecided about trying new rice dishes
                                                                                                                                                                                            • Price increases appear to have had little effect on consumption
                                                                                                                                                                                              • Considerable room for development of both brand awareness and premiumisation
                                                                                                                                                                                                • Consumers of ethnic and healthy foods more likely to pay more for a premium product
                                                                                                                                                                                                  • Figure 45: Attitudes towards eating rice, January 2011
                                                                                                                                                                                              • Attitudes Towards Eating Noodles

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Consumers consider noodles to be quick and easy to prepare, but they are still less of a ‘kitchen cupboard staple’ than either rice or pasta
                                                                                                                                                                                                    • Noodles are also considered a less healthy option than pasta or rice
                                                                                                                                                                                                      • Little distinction between branded and own-brand products
                                                                                                                                                                                                        • Significant market potential for fresh noodles
                                                                                                                                                                                                          • Figure 46: Attitudes towards eating noodles, January 2011
                                                                                                                                                                                                      • Repertoire Analysis

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Consumers of spaghetti and other dry pasta are more adventurous than consumers of other pasta types
                                                                                                                                                                                                            • Pasta and sauce, fresh and filled pasta and chilled pasta ready meals are eaten less regularly
                                                                                                                                                                                                              • Figure 47: Repertoire of types of pasta eaten, January 2011
                                                                                                                                                                                                              • Figure 48: Types of pasta eaten, by repertoire of types of pasta eaten, January 2011
                                                                                                                                                                                                            • Long grain and basmati rice are the foundation of more adventurous rice consumption
                                                                                                                                                                                                              • Convenience the major driver of quick and easy-to-prepare rice
                                                                                                                                                                                                                • Savoury dried rice an option for traditional rice-eaters
                                                                                                                                                                                                                  • Figure 49: Repertoire of types of rice eaten, January 2011
                                                                                                                                                                                                                  • Figure 50: Types of rice eaten, by repertoire of types of rice eaten, January 2011
                                                                                                                                                                                                                • Instant and dry egg noodles a ‘point of entry’ into the market
                                                                                                                                                                                                                  • Consumers of chilled and frozen noodle ready meals less likely to be adventurous
                                                                                                                                                                                                                    • Confidence and lack of cooking skills may inhibit consumers
                                                                                                                                                                                                                      • Figure 51: Repertoire of types of noodles eaten, January 2011
                                                                                                                                                                                                                      • Figure 52: Types of noodles eaten, by repertoire of types of noodles eaten, January 2011
                                                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                                                      • Figure 53: Agreement with selected lifestyle statements about food, by demographics, 2010
                                                                                                                                                                                                                      • Figure 54: Agreement with selected lifestyle statements about food, by demographics, 2010
                                                                                                                                                                                                                      • Figure 55: Agreement with selected lifestyle statements about food, by demographics, 2010
                                                                                                                                                                                                                      • Figure 56: Agreement with selected lifestyle statements about health foods, by demographics, 2010
                                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                                      • Figure 57: Employment and unemployment, by gender, 2005-15
                                                                                                                                                                                                                  • Appendix – Competitive Context

                                                                                                                                                                                                                      • Figure 58: Consumption of pizza, ready meals and pasta/noodles, by demographics, 2010
                                                                                                                                                                                                                      • Figure 59: Consumption of Instant snack meals and soup, by demographics, 2010
                                                                                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                                                                                      • Figure 60: New product launches in the UK pasta, rice and noodles market, by flavour, 2008-10
                                                                                                                                                                                                                      • Figure 61: New product launches in the UK pasta, rice and noodles market, by package type, 2008-10
                                                                                                                                                                                                                      • Figure 62: New product launches in the UK pasta, rice and noodles market, by package material, 2008-10
                                                                                                                                                                                                                    • Shelf stable products
                                                                                                                                                                                                                      • Figure 63: New product launches in the UK pasta, rice and noodles market, by storage, 2008-10
                                                                                                                                                                                                                  • Appendix – The Consumer Pasta Usage and Consumption

                                                                                                                                                                                                                      • Figure 64: Consumption of pasta, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 65: Most popular types of pasta eaten, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 66: Next most popular types of pasta eaten, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – The Consumer Rice Usage and Consumption

                                                                                                                                                                                                                      • Figure 67: Consumption of rice, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 68: Most popular types of rice eaten, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 69: Next most popular types of rice eaten, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix –The Consumer – Noodles Usage and Consumption

                                                                                                                                                                                                                      • Figure 70: Types of noodles eaten, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – Attitudes Towards Pasta

                                                                                                                                                                                                                      • Figure 71: Agreement with the statement “It is very convenient and quick to prepare”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 72: Agreement with the statement “I prefer to buy well-known brands”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 73: Agreement with the statement “Pasta is a cheap meal solution”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 74: Agreement with the statement “I always have some in my kitchen cupboard”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 75: Agreement with the statement “Fresh/chilled pasta tastes better than dry pasta”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 76: Agreement with the statement “I often eat different pasta varieties eg penne, spaghetti”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 77: Agreement with the statement “I am happy to pay more for high-quality/premium pasta”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 78: Agreement with the statement “There are not enough healthy (eg whole wheat) options available”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 79: Agreement with the statement “Pasta makes a healthy and nutritious meal”, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – Attitudes Towards Rice

                                                                                                                                                                                                                      • Figure 80: Attitudes to eating rice, January 2011
                                                                                                                                                                                                                      • Figure 81: Agreement with the statement “I find it hard to cook rice properly”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 82: Agreement with the statement “I prefer to buy well-known brands”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 83: Agreement with the statement “I no longer see rice as good value for money”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 84: Agreement with the statement “I always have some in my kitchen cupboard”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 85: Agreement with the statement “I have started to buy microwave rice as it is more convenient”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 86: Agreement with the statement “I am interested in trying out new rice dishes”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 87: Agreement with the statement “I have cut down on my rice consumption as the price has gone up”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 88: Agreement with the statement “I am happy to pay more for high-quality/premium rice”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 89: Agreement with the statement “There are not enough healthy options available”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 90: Agreement with the statement “Rice is a healthy and nutritious meal”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 91: Agreement with the statement “I like trying out different rice varieties”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 92: Agreement with the statement “I mainly stick to using one type of rice”, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – Attitudes Towards Noodles

                                                                                                                                                                                                                      • Figure 93: Agreement with the statement “I like to experiment with different noodles dishes”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 94: Agreement with the statement “I am interested in new noodles recipes”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 95: Agreement with the statement “I often add noodles to soup”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 96: Agreement with the statement “Noodles are versatile and easy to prepare”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 97: Agreement with the statement “I do not feel confident preparing noodles”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 98: Agreement with the statement “I tend to buy well-known brands”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 99: Agreement with the statement “I cannot taste the difference between branded and own-label””, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 100: Agreement with the statement “Noodles make a cheap and filling meal”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 101: Agreement with the statement “It is worth paying more for fresh noodles”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 102: Agreement with the statement “I always have some noodles in my kitchen cupboard”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 103: Agreement with the statement “They are quick and easy to prepare”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 104: Agreement with the statement “Instant/pot noodles are too high in salt”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 105: Agreement with the statement “Noodles are a healthy meal option”, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – Repertoire Analysis

                                                                                                                                                                                                                      • Figure 106: Repertoire of types of pasta eaten, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 107: Repertoire of types of rice eaten, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 108: Repertoire of types of noodles eaten, by demographics, January 2011

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Cineworld
                                                                                                                                                                                                                  • HJ Heinz Company UK
                                                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                                                  • Napolina
                                                                                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                                                                                  • Premier Foods plc
                                                                                                                                                                                                                  • Princes Foods
                                                                                                                                                                                                                  • Princes Ltd
                                                                                                                                                                                                                  • Seeds of Change
                                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                                  • Tilda Ltd
                                                                                                                                                                                                                  • Unilever Plc
                                                                                                                                                                                                                  • Veetee

                                                                                                                                                                                                                  Pasta, Rice and Noodles - UK - March 2011

                                                                                                                                                                                                                  £1,995.00 (Excl.Tax)