Fauji Infraavest recently launched a pasta line to meet the growing demand for pasta in Pakistan. According to Saad Qamar, Assistant Brand Manager, Fauji Infraavest Foods, “people in Pakistan are benefitting from exposure and are ready to experience new foods and recipes, and this growing demand is not sufficiently met by the current players.”

The company has initially introduced short-cut pasta and according to Qamar, Bake Parlour and Kolson are their main competitors. He adds that with Fauji Infraavest’s state-of-the-art plant, they hope to produce “the best quality pasta, with no artificial additive”.

A 360-degree ad campaign (conceptualised and executed by Synergy Dentsu) was released to promote the product line.