How to refresh your store cupboard staples for 2026

Enter any supermarket, of any size, and the amount of shelf space allocated to pasta, rice and cooking sauces will be pretty hefty – so it’s no wonder, really, that many consumers consider these products to be somewhat of a commodity.

After all, if you’re going to be eating them multiple times a week and their main role in your menu is convenience, why look further?

The good news for Speciality Food readers is that there are plenty of sustainable brands out there inspiring shoppers to seek out better – and offering product ranges that perfectly align with fine food philosophies… But, as ever, it’s vitally important to communicate and justify the price difference between the artisanal, carefully crafted options on your shelves and the commoditised versions so easily accessible at the multiples.

“Consumers want immediate clarity on the value of the dried pasta they select in-store; they need to understand why it’s premium and trust they can taste the difference vs. a cheaper alternative,” agrees Winette Winston, president and managing director of Seggiano.

“We’re seeing heritage and ingredient sourcing as valued-rivers in addition to quality,” she continues, plus “more and more, regenerative farming specifically is driving interest for ingredient sourcing. We work with small, specialist producers across Italy and build long-term relationships that prioritise quality, traceability, and responsible farming and production practices. In practical terms, that means ingredients with integrity (often organic where it makes sense for the product and region), careful provenance, and simple recipes that avoid unnecessary additives and over-processing.”

Variety boosts sales

Suma have stocked pasta and rice since the business started in the 1970s. “They have, and always will be, a staple part of kitchen cupboards everywhere, and they form the base of many popular dishes,” begins Rebecca Kinnard from Suma.

“Rice and pasta are just super accessible to almost all diets too, especially now we have so many excellent gluten-free and whole wheat options. They have a long shelf life and can take pretty much any additions you can throw at them! So, it’s fair to say we spend a lot of time making sure our range offers quality and variety.”

Spaghetti, penne and fusilli are popular for a reason, but offer a variety of pasta shapes and sizes to inspire customers to branch out. “Variety is key to unlocking new use cases for pasta in consumers’ meal planning and lives, especially since it’s such a versatile food,”  she continues.

“We have three distinct lines of pastas to meet consumers where they’re at: traditional organic pastas from Tuscany – the classic for dinners in and date nights; ancient grains organic pastas from Sicily – high fibre and protein makes it ideal for to-go lunches meal prepped (even more nutritional balance consumers are looking for); and gluten-free organic pastas from Piemonte and Veneto – an inclusive option for those with intolerances.”

Suma also offers a comprehensive range, and 17 of these are own-brand Suma pastas. “The Suma paper packaged pastas hold a special place in our hearts ever since we visited the factory in Italy where they are made, which is also a fellow cooperative of farmers.”

“Consumers continue to move beyond the basics of spaghetti and penne to explore regional specialities such as Mafalda Corta, Paccheri, and Orecchiette, and are actively seeking authentic DOP ingredients,” adds Sally Assinder from Garofalo. “At the same time, there is growing interest in healthier pasta options such as wholewheat and high-protein varieties.”

Sauces that sing

Cooking sauces have historically been an undersung category, with convenience often trumping quality meaning that keen foodies have chosen to cook sauces from scratch at home, but that’s changing with the advent of premium cooking sauces with provenance, quality and genuine credentials.

“The trend remains centred on authenticity and regionality of different cuisines,” explains Shezad Aslam, managing director of Aagrah Foods. “The Indian category has generally been quite generic in its offering but consumers are becoming far better travelled and more discerning in provenance and quality. Pair that with growing social media content and recipes that are at people’s fingertips, and you discover an appetite to adventure to regions across any cuisine on any given night. Cooking sauces need to cater to the Big Night In moment too, creating restaurant quality meals in the comfort of people’s own homes.”

The appetite for story and proven provenance is strong across cuisines: “We have seen an appetite for more regional recipes and dishes made with quality ingredients with provenance,” says Shezad. “Dare we say, the days of a Tikka Masala are slowly fading as different regional flavours are taking centre stage. Conversely, where consumers would pick up a generic Tikka Masala, they are now more discerning on the provenance, picking up brands such as ours that add the additional layers to the flavour.”

At-home cooking, without compromise

“We’re finding people are looking for authenticity with their meals, so being able to use genuine recipes from Italy, for example, makes a real difference,” says Rebecca. “People travel more than ever now too, so they’re experiencing more cultural flavours and cuisines and then looking to replicate them at home. As people tend to be cooking at home over eating out at the moment, they want something that feels premium. Using top quality ingredients does help give that extra touch to a meal, making it feel special even if it has been rustled up at the last minute.”

“There’s growing awareness around the difference that ingredients and production methods make to the final dish,” says Becky Gill, national account manager at Emilia’s Crafted Pasta.

“Consumers are looking for dried pasta with better texture, improved sauce absorption and a more premium eating experience overall. We place a strong emphasis on quality ingredients and traditional production techniques because we believe those details make a meaningful difference to the final eating experience.”

That doesn’t mean that shoppers are willing to sacrifice the thing that makes pasta, rice and sauceshop.co cooking sauces so approachable: convenience. “At the same time,” she says, “shoppers want products that fit modern lifestyles – quick to prepare, dependable and suitable for everything from midweek meals to more elevated home dining occasions. Value is still important, but consumers are increasingly willing to trade up for products that feel genuinely superior in quality and taste.”

The future of pasta and sauces is looking as rich as a slow-cooked ragu. “Looking ahead, we expect continued growth in premium dried pasta, particularly products that combine convenience with craftsmanship. Sustainability will also remain a major focus, especially around sourcing, packaging and transparency throughout the supply chain.”

3 tips for selling store cupboard staples

● Consider the USP: Shoppers want to know why you’re asking them to spend more than they usually would on these products, so shout about the foodie credentials of your range
● Branch out: Look beyond the products easily available elsewhere to inspire shoppers to return to your store for these staples; offer them the opportunity to explore the category
● Up the convenience: Do your cooking ingredients usually sit according to type? Consider locating them according to their cuisine – for example, pasta next to pestos; basmati rice next to Indian sauces and snacks – to make purchasing decisions quicker and simpler for customers

8 pantry staples to stock

Impress your customers with this inspiring array of modern store cupboard must-haves.

Aagrah Foods, Karahi Tarka Paste

Originating from central Peshawar, this mild-to-medium cooking sauce will help you create a delicious and authentic Karahi curry in minutes. Just add the delicious blend of Aagrah’s signature spices, tomatoes, garlic, green chilli and caramelised ginger to any meat, poultry, fish or veg for a true taste adventure of your own! Best served with naan or chappati breads.

Zaytoun, Maftoul

Maftoul (often referred to as giant couscous) is bulgar grains hand-rolled in whole wheat flour. This Palestinian staple has a firm texture and nutty flavour which makes it a delicious alternative to other grains. Great in soups, stews and risottos as well as a hearty addition to salads. Brought to you by Zaytoun, established in 2004 to support the resilience of Palestinian communities through fair trade.

Matthews Cotswold Flour, Regenerative All-Purpose White Flour

Made with regeneratively farmed grain from local British farms, Matthews Cotswold Flour’s Regenerative AllPurpose White Flour is a UK first. With a fine consistency and rich flavour, it’s a versatile ingredient, brilliant for making breads, brioche, pastry, cakes, shortbreads, sauces and many other savoury or sweet treats.

LittlePod, Natural Vanilla Paste

Champions of real vanilla sourced responsibly, LittlePod craft fine quality products that soon become staples in both domestic and professional kitchens. LittlePod’s Natural Vanilla Paste is a specially formulated and flavour-packed blend of vanilla pods, seeds and extracts that is ideal for use in sweet and savoury dishes. Versatile and rich in both flavour and viscosity, a little goes a long way – just one teaspoon is equivalent to one vanilla pod.

Butlers Grove, Red Onion Chutney

Bring rich flavour to your range with Butler’s Grove Red Onion Chutney – a deliciously sweet and tangy accompaniment perfect for cheese, meats and sandwiches. Available as part of a versatile range of over 30 products, all offered for own-label opportunities. With low minimum order quantities, Butler’s Grove makes it easy to create a premium food range tailored to your brand.

Fudge Kitchen, Strawberries & Cream Fudge

Six handcrafted pieces of Strawberries & Cream fudge, beautifully presented in sustainable packaging designed for standout seasonal display. Made with locally sourced cream, rich butter and juicy strawberries, this traditional recipe delivers a smooth, indulgent texture and a familiar nostalgic flavour profile. A distinctive new seasonal addition for independent, speciality retailers seeking something both classic and eye-catching, with strong gifting potential an stands out from the rest.

The Cotswold Cardillo, Pasta Sauces

The Cotswold Cardillo pasta sauce range features four award-winning sauces made with ingredients sourced from Italy and the Cotswolds. Artisan jars with bright labels and clear cooking instructions. Highlights include Puttanesca with Taggiasche olives (2-star Great Taste Award), Bolognese with Cotswold beef (won silver at the 2025 Farm Shop & Deli Show Awards), Amatriciana with Italian cured pork cheek and a slow-cooked Tomato sauce delivering clean, authentic flavours.

Zaytoun, Medjoul Dates

Nothing compares to the rich caramel succulence of Medjoul dates – a delicious healthy kitchen cupboard standby to satisfy sweet cravings, whether straight from the pack or in favourite bakes. Harvested on Palestinian farms around Jericho in the West Bank and brought to you by Zaytoun, established in 2004 to support the resilience of Palestinian communities through fair trade. 250g & 500g.