Dolmio sales have crashed by £9.5m in the wake of own-label competition and warnings over fat and sugar.
Britain’s biggest cooking sauce brand’s sales fell 7.7% to £113.9m last year. It was overtaken by supermarket own label sauces, up 1.1% to £117.6m [IRI 52 w/e 3 December 2016].
Mars, which warned in April some Dolmio lines should not be eaten more than once a week because of their salt and sugar content, said it was reformulating some of its sauces. “We’ve brought the sugar content of Dolmio bolognese down to half a teaspoon per portion,” said marketing director Clare Dawson.