Helen Gregory
Masterfoods has followed the example set by home cooks and added vegetables to a new Dolmio sauce range.
Research has revealed that consumers add vegetables to 40% of all Bolognese meals cooked at home (TNS Family Food Panel).
And so Masterfoods has launched Dolmio Chunky Bolognese range with chunks of vegetables. Four varieties have been developed: Chunky Mediterranean Vegetables, Chunky Onion & Garlic, Chunky Mushroom & Courgette and Chunky Sweet Pepper (rsp: £1.69 for a 500g jar).
Each tomato-based variant
has been colour-coded to give standout on shelf.
“With the launch of Dolmio Chunky, we are offering busy mums even more choice for their families,” said trade relations manager Joy Marsden. “We know from the brand’s growth in 2004 that Dolmio is a popular and convenient option in this competitive market. With the launch of Chunky, we look forward to retailers maximising their profits.”
The new pasta sauce range will be launched in March and supported by a £3.5m television, press and PR campaign using the Papa Dolmio character to explain the benefits of the range extension, while an in-store sampling campaign kicks off on April 24.
The newcomer should help Dolmio maintain its position as the number one selling cooking sauce, according to The Grocer’s Top Products Survey (December 11, 2004).