More Choice in Free From: Orzo and Rigatoni Join the Taste the Difference Range

The Sainsbury’s Taste the Difference Free From pasta range is expanding with the introduction of two new shapes: Orzo and Rigatoni.

Inspired by formats found within the core Taste the Difference pasta range, the new additions will give shoppers following a gluten-free diet more choice in the kitchen. Each shape offers something different, opening a wider variety of dishes and bringing further versatility to the Free From fixture.

At Atlante, we are pleased to have worked alongside Sainsbury’s on this latest range development. By combining Sainsbury’s understanding of its customers with our knowledge of Italian food and the pasta category, we have helped bring two distinctive and useful additions to the range.

More Variety for Free From Shoppers

Expectations of Free From products have evolved considerably. Shoppers are not simply looking for alternatives to conventional pasta; they also want the variety, inspiration, and enjoyable eating experience available across the wider category.

Introducing Orzo and Rigatoni responds to this demand by moving beyond the most familiar pasta shapes. While Orzo is small and delicate, Rigatoni is generous and robust. Together, they give customers more freedom to choose the right pasta for the meal they want to create.

Orzo: Small but Versatile

Named after the Italian word for barley, Orzo is a small, rice-shaped pasta that can be used in a wide variety of dishes.
It works particularly well in soups, salads and one-pan meals, as well as in creamy, risotto-inspired recipes.

Rigatoni: Made for Generous Sauces

Rigatoni offers a contrasting pasta experience. Its substantial tube shape is ideal for rich tomato sauces, creamy recipes and slow-cooked ragù, creating hearty and satisfying dishes.

It is also a natural choice for pasta bakes, where its size and structure work well with layered sauces, vegetables and cheese. Adding Rigatoni to the range allows more shoppers to enjoy these classic pasta dishes using a shape designed to hold and carry plenty of flavour.

Developed Through Collaboration

Our partnership with Sainsbury’s is built around a shared commitment to understanding what customers want and creating products with a clear purpose within the range.

Atlante brings extensive experience of Italian food, pasta formats and product development to this process. A key part of this expertise is selecting the right producer for each individual project, recognising that different ranges have different requirements. For Taste the Difference, this means identifying partners with the capabilities, ingredients and production standards needed to deliver a more premium proposition. From identifying the opportunity and selecting the right shapes to supporting development and supply, close collaboration has helped ensure that Orzo and Rigatoni complement the existing Free From offer while each providing something new.

Pasta shapes are not chosen for appearance alone. Different formats interact with sauces and ingredients in their own way, making shape selection an important part of building a varied and useful range. Our category knowledge allows us to support this process and help translate Italian food traditions into products suited to UK shoppers.

The arrival of Orzo and Rigatoni is another positive step for the Taste the Difference Free From range, offering more choice without limiting the meals customers can enjoy.

We are delighted to continue our work with Sainsbury’s and look forward to seeing the dishes these new additions inspire.