Mars Food is backing its organic Seeds of Change brand with a £4m marketing push and doubling its 500g pasta sauce menu by adding two new variants.

The marketing campaign kicks off in September with specific print advertising for the two new variants – tomato & sweet pepper and tomato & vegetables – which are being rolled out now.

It will also include activity for National Organic Fortnight, which takes place in September. The new recipes would provide family-sized premium, organic products, said brand manager Gemma Brown.

“Seeds of Change recognises that premium is no longer the preserve of singles and couples and that the same high standards now need to be extended to the family meal,” she added.

Sales of Seeds of Change cooking sauces rose 5.9% to £9.4m in the past year [TNS MAT 14 June 2008].