Mutti, Europe’s largest tomato preserves producer, is strengthening its position in the pasta sauce market with the launch of the Lion Jar, a newly designed glass container for its range of ready-made tomato sauces. The move underscores the Italian company’s ambitions in the category, backed by a dedicated business unit, and reflects a drive to blend heritage, innovation, and sustainability.
A DISTINCTIVE DESIGN ROOTED IN TRADITION
The Lion Jar departs from Mutti’s traditional octagonal packaging, featuring an embossed glass design that highlights the brand’s 125-year legacy. The iconic twin lions, a nod to the historic Marca i Due Leoni branding, reinforce Mutti’s long-standing association with quality. A textured paper label further enhances the perception of authenticity and premium ingredients.
MUTTI: SUSTAINABILITY AT THE CORE
Designed with environmental impact in mind, the Lion Jar uses less glass, reducing CO₂ emissions across its production cycle. Internal analysis suggests the redesign will cut emissions by at least 7%, with savings of up to 13% for larger formats, which account for 70% of Mutti’s pasta sauce range.
Rafael Narvaez, Chief Marketing Officer, said: “For us, innovation is about evolving without losing our identity. The Lion Jar is a testament to Mutti’s ability to marry tradition with modernity, offering consumers a premium product in packaging that reflects its value.”
Graham Fairbairn, Head of Marketing and Sales for Pasta Sauces, added: “Our goal was to create packaging that is not only visually distinctive but also aligned with consumer expectations. The Lion Jar is a significant step forward for Mutti in the pasta sauce category.”