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Princes’ Napolina Italian food brand has expanded its tomato range with the launch of Polpa Crushed Tomatoes, hitting UK retail in late October 2025.

The canned tomatoes are crushed to create a smooth, rich texture, designed to provide an ideal base for scratch-cooked dishes such as pasta sauces and pizza bases.

It responds to rising interest in Italian home cooking and demand for authentic products, with recent insights highlighting that consumer interest in Italian cooking has grown year-on-year. Scratch-cooked meals now make up nearly a third of the UK’s pasta occasions, with over 10 million more home-prepared pasta dishes enjoyed in the last year compared the previous period, according to Worldpanel by Numerator data.

Made with 100% Italian tomatoes, the Polpa Crushed Tomatoes product delivers a ‘sun-soaked flavour,’ promising to elevate home-cooked meals – particularly as the months turn colder in the UK and consumer seek warming, comforting dinners.

Jeremy Gibson, marketing director at Princes, said: “We’re always looking for new ways to bring authentic Italian cooking into UK households, and Polpa offers the perfect opportunity for Napolina to do just that”.

He added: “With scratch-cooking in general growing year on year in the UK, we wanted to introduce a product that not only reflects this trend but also gives consumers a smooth, bold, and versatile option to enhance all their favourite dishes. From hearty winter sauces to tasty tomato bruschetta, Polpa tomatoes are there to elevate every meal.”

Polpa Crushed Tomatoes will roll out in Sainsbury’s and Morrison’s from late October, priced at an RRP of £1.25 per 400g can.