Monte Castello Pesto Rosso

Monte Castello Pesto Rosso is a traditional Italian condiment made with sundried tomatoes and aromatic herbs. The brand Monte Castello is an exclusive private label brand developed for the Swedish market, specifically for the discount supermarket chain Willys and the Hemköp stores, both of which are operated by the Axfood group.

While the branding evokes the Italian countryside and the product is manufactured in Italy to ensure authentic flavor profiles, the brand's commercial origin and strategic direction are rooted in Sweden. The manufacturing is typically outsourced to Italian food producers who specialize in jarred sauces and canned goods. This private label strategy allows Axfood to offer high-quality Mediterranean staples at a competitive price point to Swedish consumers.