Crosta & Mollica has also announced two new additions to its bread range, with wholemeal and seeded varieties joining Farina Pugliese on shelves in Waitrose this month.
The original Pane Pugliese variety will also relaunch with new packaging, to create one consistent range.
All three Farina varieties are made with Crosta & Mollica’s signature durum wheat dough, as used in traditional Italian baking. The Farina range is characterised by a thick crust and full-flavoured crumb.
Farina Pugliese is already a popular product, contributing to total sales of £5.5m for the company in 2015. The new varieties offer consumers greater choice and versatility at breakfast time, as well as a base for Italian classics like bruschetta.
The launch comes as Crosta & Mollica increases its UK presence with listings in Morrisons, The Co-operative and Sainsbury’s stores across the summer, as well as a first international listing with French retailer Monoprix.
James Orr, founder of Crosta & Mollica, said: “We’re delighted to add these new varieties to our range. We’ve seen a huge increase in demand for quality Italian produce over the last year and are looking forward to introducing consumers to these new loaves made with the best flour available.”