Mars’ Dolmio revamp focuses on 100% natural message

Posted by Josette Dunn on 17th January 2011

Mars Inc is looking to boost sales of its range of Dolmio Bolognese sauces in the UK with revamped packaging that emphasises the products contain “100% natural ingredients”.The company said the new packaging will also feature the “infamous Papa Dolmio”, a character featured in the brand’s advertising, but until now has not appeared on pack.

The new packaging will also feature the key ingredients within the sauces and will not contain any artificial colours, flavours or preservatives.

Dolmio customer marketing manager Wendy Wing said: “Our 100% natural Bolognese sauces deliver the same delicious taste that consumers know and love but with 100% natural ingredients, providing mums with wholesome family meal options.”

It is also launching a range of children-focused My Dolmio Squeeze Me sticks. The range comes in three varieties – Creamy Tomato, Tomato and Basil, Tomato and Cheese and each pack comes with two 65g sachets to make child-sized portions.

“The stick format is easy to use, convenient for mum and fun for kids,” a spokesperson for the company said.

The new 100% packaging is being rolled out now and will be supported by an ad campaign to launch in April. The My Dolmio Squeeze Me range will be supported by an integrated communications campaign spanning press, in-store and PR to drive product awareness.

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