Dolmio is celebrating its 20th birthday this year with the launch of pasta and sauces aimed exclusively at children.
Brand owner Masterfoods has cooked up My Dolmio - a six-strong ambient range of products targeted at eight to 12-year-olds. It consists of three 150g pasta sauces - meatball Bolognese, pizza flavour and creamy tomato - and three 200g pastas - twists, tubes and shells - in child-size portions.
The products come in easy-pour pouches and require about a minute's cooking in the microwave. The idea is to help busy mums feed their children nutritious meals that are hassle-free, said brand manager Clare Leckey. "Households with children are responsible for growth in the cooking sauces market and mums are increasingly looking for products designed specifically for children," she said.
The products are being launched in May with an rsp of £1.15 and will be backed by a £2m marketing campaign, including consumer press ads. A TV ad will air in June.