San Remo Macaroni

What San Remo Macaroni does

San Remo Macaroni Company Pty Ltd is a privately held, 100% Australian-owned pasta manufacturer founded in 1936 by Luigi Crotti and headquartered in Windsor Gardens, Adelaide, South Australia. The company operates one of the largest and most sophisticated durum wheat mills in the Australian/South-East Asian region, and has run a proprietary Durum Wheat Development Program in collaboration with South Australian universities and farmers since the late 1980s to develop wheat varieties suited to local conditions. San Remo produces a comprehensive range of dry pasta (long, short, egg, baking), fresh pasta (ravioli, gnocchi, lasagna), gluten-free pasta (manufactured in exclusively gluten-free facilities in Italy and endorsed by Coeliac Australia), specialty/performance pasta (Pasta Pro high-protein, Fibre Fest with prebiotic fibre, pulse-based pasta), CousCous, pasta sauces, and the La Pasta ready-to-heat side-dish range. The company holds the #1 position in the Australian dry pasta category by dollar sales (Circana, MAT to 20 July 2025).

The company's business model is consumer packaged goods sold through three primary channels: (1) retail grocery distribution via Woolworths, Coles, IGA, and independent grocers across Australia and New Zealand, with offices and distribution centres in every main Australian capital city and Auckland; (2) foodservice and catering via direct sales representatives with bulk 2x5kg products for restaurants, cafes, and institutional food service; and (3) direct-to-consumer e-commerce through the San Remo webstore. The export business reaches 35 countries, including a dedicated Malaysia market. Demand is sustained through a content marketing engine of more than 1,000 recipes, brand ambassador partnerships (Leah Itsines, Silvia Colloca, Kyle Chalmers, Anna Meares, Taryn Brumfitt), sponsored television content (Silvia's Italian Masterclass), and active social media engagement. Customer segments span Australian household consumers (primary), foodservice operators, health-conscious and dietary-restricted consumers (gluten-free, high-protein, high-fibre), and performance/fitness-focused consumers.

Name

San Remo Macaroni

Legal name

San Remo Macaroni Company Pty Ltd

Website

https://sanremo.com.au

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

251–500 employees

Short description

San Remo Macaroni is a privately held Australian pasta manufacturer founded in 1936, producing dry, fresh, gluten-free, and performance pasta from its own durum wheat mill in Adelaide. As Australia's #1 dry pasta brand, it distributes through Woolworths, Coles, and IGA across Australia, New Zealand, and 35 export markets, serving households, foodservice operators, and health-conscious consumers.

Ownership category

akta.pro rank

Product category

Dry Pasta and Pasta Products

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Perishable Prepared Food Manufacturing (311991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Pasta Manufacturing (dry, fresh, filled) (AFAKABAB)

akta.pro secondary industries

Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Shelf-stable ready meals & retort pouches manufacturing (AFAKAHAC)

Keywords

• Dry pasta manufacturing
• Fresh pasta products
• Gluten-free pasta
• Foodservice pasta supply
• Pasta sauces

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Packaged Goods - Retail Pasta Sales: San Remo generates revenue through the manufacture and sale of pasta products to consumers via retail grocery channels including major supermarket chains and independent grocers throughout Australia, New Zealand, and export markets.
2. Foodservice and Catering: San Remo offers a wide range of high quality Durum wheat pasta shapes for Foodservice and Catering, with their most popular shapes available in 2x5kg bags. Minimum orders apply for this B2B channel.
3. E-commerce Direct Sales: Direct consumer sales through San Remo's webstore at webstore.sanremo.com.au for products like Wagon Wheels, Casarecce, and other pasta products.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

San Remo manufactures and sells a comprehensive range of dry and fresh pasta products made from 100% Australian Durum wheat, including long pasta (spaghetti, linguine, fettuccine), short pasta (penne, fusilli, spirals), egg pasta and NIDI egg noodles, fresh filled pasta (ravioli, agnolotti, tortellini), baking/lasagna products, CousCous, gluten-free pasta endorsed by Coeliac Australia, specialty pasta (gnocchi, spelt, Pulse Pasta, Pasta Pro, Fibre Fest), pasta sauces, and La Pasta ready-to-heat side dishes. The company sells to consumers through Woolworths, Coles, IGA and independent grocers across Australia and New Zealand, to foodservice operators in bulk packaging, exports to 35 countries, and operates its own e-commerce webstore.

Product overview

San Remo is a 100% Australian-owned pasta company founded in 1936, producing a comprehensive range of dry and fresh pasta products. The core portfolio spans multiple pasta categories: Long Pasta (Spaghetti, Linguine, Fettuccine, Angel Hair, and specialty varieties including Wholemeal and Organic), Short Pasta (Penne, Fusilli, Spirals, Rigatoni, Casarecce, and more), Egg Pasta (including NIDI range egg noodles), Fresh Pasta (ravioli, agnolotti, tortellini, fresh fettuccine), Baking/Lasagna products, CousCous, and Specialty Pasta (gnocchi, spelt, performance pasta). The company also offers complementary Pasta Sauces and La Pasta ready-to-heat side dishes. Specialty product lines include Gluten Free pasta (Coeliac Australia endorsed, manufactured in Italy), Pulse Pasta (red lentil and chickpea-based), Pasta Pro (high-protein, low-carb), and Fibre Fest (prebiotic fiber-enriched). A dedicated Foodservice Range provides bulk 5kg pack sizes for commercial catering. The product portfolio is anchored by 100% Australian Durum wheat for standard products and includes foodservice, retail, and specialty dietary segments.

Differentiator

Problem solved

Functional benefit

Brands

• La Pasta: La Pasta brand for pasta and sauce side dishes
• Pasta Pro
• Fibre Fest
• NIDI
• Active

Products and services

• Fresh Pasta

Quantifiable outcome

• Market Leader - Number 1 Dry Pasta in Australia by dollar sales
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Taryn BrumfittminorGTM or Marketing Partner · 17 August 2021Best-selling author and body image advocate who partnered with San Remo. Partnership announcement made in August 2021.
• Anna MearesminorGTM or Marketing Partner · 2 August 2017Australian sporting hero (4 time Olympian, 11 time world champion cyclist) who partnered with San Remo. The partnership aligns with sporting events such as the Santos Tour Down Under.
• Leah ItsinescoreGTM or Marketing PartnerLeah Itsines is a wellness influencer and recipe creator who has partnered with San Remo as a brand ambassador. She creates healthy eating recipes featuring San Remo pasta products, sharing content across her social media platforms and contributing to recipe collections. Her mission to bring ease, convenience, and joy to kitchens worldwide aligns with San Remo's family-oriented brand values.
• Silvia CollocacoreGTM or Marketing PartnerSilvia Colloca is an Italian-born food writer, television producer, and presenter who hosts shows including Silvia's Italian Masterclass. She has authored seven cookbooks and is known for her authentic Italian cooking style. San Remo sponsors her television series and she creates recipe content featuring San Remo pasta, bringing Italian culinary traditions to Australian audiences.
• Kyle ChalmersminorGTM or Marketing PartnerOlympic gold medallist swimmer and San Remo Ambassador who has used San Remo Pasta Pro as part of his pre-race routine. Represents the Performance Pasta range positioning targeting health and fitness-conscious consumers.
• Coeliac AustraliacoreStrategic or Co-development PartnerSan Remo Gluten Free products are endorsed by Coeliac Australia, providing credibility and trust for consumers requiring gluten-free pasta options. This endorsement validates San Remo's gluten-free manufacturing processes and quality controls.
• South Australian Universities and Local ProducerscoreStrategic or Co-development PartnerSince the late 1980s, San Remo has been working with local researchers and farmers to produce higher-value durum wheat crops specifically suited to South Australian conditions. This partnership has resulted in durum wheat quality that rivals the best in the world.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Barilla: Global #1 pasta manufacturer and the most direct competitor to San Remo in Australia. Barilla competes across retail pasta, fresh pasta, and gluten-free categories, and its brand presence in Woolworths and Coles directly contests shelf space with San Remo.
• Latina: Australian-owned pasta brand and a direct domestic competitor to San Remo across dry and fresh pasta categories, distributed through major Australian supermarkets. Comparable target market, business model, and product portfolio make it the closest domestic peer.
• Vetta: Australian pasta brand owned by a major CPG parent (Newlat/General Mills-related lineage), competing directly with San Remo across dry pasta SKUs in Woolworths and Coles. Direct retail-channel competitor with comparable product structure.
• De Cecco: Italian premium pasta manufacturer with strong presence in Australian specialty and mainstream retail. Competes on authenticity, quality, and premium positioning similar to San Remo's value proposition rooted in Italian heritage.

Emerging players

• La Molisana: Italian pasta manufacturer with growing presence in Australian specialty and mainstream retail channels. Competes on Italian authenticity and premium positioning comparable to San Remo's heritage-based value proposition.
• Woolworths Home Brand (Macro): Woolworths' private label pasta range competes with San Remo on price in the same retail aisle. Not a traditional competitor but directly pressures San Remo's volume and pricing on core dry pasta SKUs.
• Simplot (Birds Eye / Lean Cuisine pasta meals): Major Australian food manufacturer with presence in ready-meal pasta categories that overlap with San Remo's La Pasta side dish range. Competes on convenience meals rather than dry pasta but addresses adjacent occasions.
• Coles Smart Buy / Coles Pasta Range: Coles' private label pasta offering competes directly on price in Coles' own shelves where San Remo is also distributed. Represents a structural margin headwind for San Remo's core retail sales.

Broad incumbents

• Goodman Fielder: Large Australian packaged food company whose pasta brands (including Latina) compete directly with San Remo. Operates broader food portfolio (baking, dairy, oils) but is a significant pasta competitor via its Latina brand.

Regional players

• Pamela's Products / Barilla Canada (Catelli): Barilla-owned pasta brand serving Canadian retail markets. Comparable product portfolio and brand positioning to San Remo, providing insight into a regional peer operating under a global pasta parent in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sanremopasta
• Instagraminstagram.com/sanremopasta
• Xx.com/sanremopasta

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about San Remo Macaroni