The traditional Italian brand Mutti is now bringing its pasta sauces to German retailers in the new lion jar. The Mutti lions embossed in the jar also stand for an optimised carbon footprint - the company aims to avoid over 1,100 tonnes of CO₂ per year from 2026 with the new packaging concept.
The optimised design is intended to significantly improve the CO₂ balance of the packaging and reduce CO₂ emissions by at least seven per cent. For the best-selling formats, which make up 70 per cent of Mutti's pasta sauce range, a reduction of up to 13 per cent is even possible. From 2026, over 1,100 tonnes of CO₂ can be avoided each year, which is roughly equivalent to the emissions of 13,000 car journeys between Hamburg and Munich.
The sustainable further development is not only paying off ecologically, but is also part of a strategic market offensive: even before the launch of the new jars, Mutti had already achieved an initial, increased activation in the pasta sauce segment. a market share of 1.5 per cent in the German food retail sector - in a market dominated by a few major brands. Building on this success, Mutti is now launching a The new glass format is based on targeted customer feedback and well-founded market research results. The aim is to further improve recognisability and orientation on the shelf and to create an unmistakable brand symbol that is convincing in terms of both design and functionality.
„The Löwenglas is much more than just new packaging - it is a strategic step to reinforce our ambitions in the pasta sauces segment. With the new design, which specifically addresses the needs of consumers, we are sending a strong signal on the shelf. It combines recognisability, quality and sustainability - and therefore provides an ideal basis for further growth.“
Sebastian Klotz, General Manager of Mutti Germany
A statement on the shelf
The new glass format makes a striking visual statement: The lions incorporated into the glass are reminiscent of the historic brand name „Marca i Due Leoni“ and bring the brand's origins and history to life for consumers. The design is complemented by aa haptically high-quality label on textured paper. „For us, innovation means evolving without ever losing our identity,“ says Rafael Narvaez, Chief Marketing Officer at Mutti. „The lion glass is the perfect example of how Mutti achieves this, Combining tradition and modernity and to offer consumers a high-quality product in packaging that emphasises its value.“
As usual, Mutti sauces contain exclusively 100 per cent Italian tomatoes, refined with high-quality ingredients. The new packaging emphasises this quality claim and at the same time creates practical added value for consumerseasy opening, complete emptying and attractive re-use potential in the household.
Source: Mutti S.p.A.
