Northern Pasta Co., the British heritage-grain pasta brand championed by food lovers and some of the UK’s most respected culinary voices, is now available to purchase nationwide at Waitrose – marking the brand’s first major supermarket listing. The launch will see its signature shapes – Radiatori, Fusilli and Rigatoni – available to shoppers across the country for the first time
Founded in 2022 by husband-and-wife team Imogen Royall and Matt Kenyon, Northern Pasta Co. began on market stalls in the North of England with a simple but ambitious mission: to craft unbeatably delicious pasta without compromise to soil health, planet or people. From those early grassroots beginnings, the Cumbria-based brand has grown into a nationally recognised name, while remaining committed to the independent retailers who have supported it since inception.
Now, just three years later, Northern Pasta Co. is bringing its regeneratively grown British spelt pasta to households across the country through its partnership with one of the UK’s most prestigious retailers – marking the next chapter in its journey to expand access without compromising the values and relationships that built the business.
“This is a hugely exciting moment for us,” says Imogen Royall, co-founder of Northern Pasta Co. “From the very beginning, our goal has been to create pasta that not only tastes exceptional but supports British farmers and restores our soils. To now see our products on shelves nationwide at Waitrose feels incredibly special. We’re thrilled to be partnering with a retailer that shares our commitment to quality, sustainability and provenance.”
Northern Pasta Co. champions British farmers by sourcing regeneratively grown spelt – a heritage grain known not only for its flavour and texture, but for its environmental benefits and, for many, easier digestibility. The pasta is crafted at the brand’s solar-powered HQ in Cumbria using traditional slow bronze extrusion and drying methods, giving it its distinctive texture and exceptional sauce-holding ability.
The brand has already earned praise from some of Britain’s most influential culinary figures. Cook, writer and TV presenter Thomasina Miers has long championed Northern Pasta Co. for its flavour, shape and sustainability credentials, while Paul Burgalières, Executive Chef at Simon Rogan’s three-Michelin-star restaurant L’Enclume, has also chosen the pasta for his own kitchen – an endorsement that reflects the brand’s farming-first ethos.
Alongside chef advocacy, Northern Pasta Co. has built a devoted customer following. Shoppers consistently praise the pasta for its exceptional flavour, texture and quick-cooking performance, frequently describing it as “the best pasta they’ve ever tasted” and noting its lighter feel compared with conventional supermarket alternatives. Customers also highlight the brand’s commitment to British provenance and regenerative farming, expressing pride in supporting a product that delivers both outstanding quality and meaningful sustainability credentials. Now, through Waitrose, that flavour and philosophy become accessible to shoppers nationwide.
“We’ve always believed that better farming leads to better flavour,” adds co-founder Matt Kenyon. “This listing allows us to support more British farmers practising regenerative agriculture while bringing truly great pasta to more people’s tables.”
Charlotte Kissane, Pasta Buyer at Waitrose comments: “We are delighted to introduce Northern Pasta Co. to our food lovers. Beyond being a fantastic-tasting brand, this launch underpins our mission to support British farmers and celebrates the future of regenerative agriculture. By championing ancient grains like British-grown spelt, Northern Pasta Co. proves that we can restore the health of our soil while delivering a truly superior, nutrient-dense pasta to our customers’ plates.”
The Waitrose listing coincides with the publication of Northern Pasta Co.’s first cookbook, Pasta for the People, released in April. Written by Imogen Royall, the book reimagines pasta through modern recipes and a generous pinch of joy – moving beyond the familiar to explore fresh flavours, global influences and unexpected pairings. Featuring recipes from the Northern Pasta Co. kitchen alongside contributions from celebrated chefs and food creators including Max La Manna, Tom Hunt, Joe Woodhouse, Saliha Khan, Olia Hercules and Ed Barrow, the book reflects the brand’s mission to honour British grains while bringing renewed excitement to everyday cooking.
