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Victoria Fine Foods Puts Ingredients on Front of Label

Victoria Fine Foods has just launched new packaging for its Victoria premium brand of artisanal pasta sauces listing ingredients on the front of the label.

VictoriaExtensive consumer research was conducted among primary shoppers and meal preparers of pasta sauce that led to the revolutionary decision to place the ingredients on the front of the label. Consumers indicated that placing ingredients on the front was very positive and helped show that Victoria had all natural fresh ingredients without preservatives that were similar to ingredients they would use in their own pasta sauce. They also indicated it would make shopping easier.

This new label approach supports Victoria’s philosophy of Ingredients Come First™, making Victoria the only major pasta sauce brand to highlight the ingredients on the front of their package.

“We are proud to be first major brand in the pasta sauce category to declare our ingredients on the front of our package; It’s not just a location, it’s a philosophy” says Don Davide, Chief Strategy Officer, VFF. “We are committed to using only fresh ingredients and the most authentic slow kettle-cooking process for a true homemade taste, and by announcing this on the front of our new label, we believe our new package allows the consumer to make an informed decision about what they are feeding their families.”

Victoria maintains small-batch, home-style cooking methods on a larger scale by slow kettle cooking all of their sauces starting with freshly chopped ingredients. Unlike leading national brands, Victoria never adds water, paste (tomato byproducts), or dried ingredients and never compromises taste for processing alternatives like quick heating transfer tubes. Victoria maintains that life and food, like a gondola ride, is better when taken slowly.

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