UK: Mars launches Dolmio meatball sauce range
By Michelle Russell | 3 July 2012
- Mars launches Dolmio meatball sauces in UK
 |
Dolmio tomato-based sauces for meatballs are available in three variants |
Mars Inc has launched a range of Dolmio tomato-based sauces for meatballs in the UK.
The range, comprising Tomato & Basil, Tomato & Chilli and Tomato & Garden Vegetables, is the first of its kind in the wet cooking sauces sector, Mars claimed.
The food giant is targeting families and health-conscious consumers with the range, which it says is made with 100% natural ingredients. A GBP3m (US$4.7m) media campaign will support the launch.
Meatballs ‘Covered' in One Easy Step - New Dolmio® Sauce Range
Leading brand Dolmio® is set to become the ‘perfect partner' for meatballs with the launch of a new range of garden-fresh, tomato-based sauces to pour over this increasingly popular dish.
The new Dolmio® sauce for meatballs range, comprising Tomato & Basil, Tomato & Chilli and Tomato & Garden Vegetables, is the first of its kind in the Wet Cooking Sauces sector, reflecting a 50% increase in consumption of meatballs in the UK in the last four years1.
Appealing to families and health-conscious consumers, each meatball sauce is made with 100% natural ingredients, from crushed tomatoes to fresh herbs, spices and vegetables, and, to make meatballs even more moreish, each sauce is specially formulated to provide a thicker coating.
Christina Hardiman, customer marketing manager for Dolmio®, said: "Around 44% of consumers eat meatballs at least every three weeks, with over half preparing them with a readymade sauce3. With an opening in the market for a designated meatball sauce range, and consumers seeing Dolmio® as the best fit brand to provide this, there was an opportunity for Dolmio® to slot in as a ‘perfect partner', building on the success of our best selling Bolognese sauce."
According to research, meatballs are eaten by 75% of consumers as a main meal - 51% eating them as a main meal during the week2 - presenting a clear opportunity to encourage shoppers to add meatballs to their weekly meal plan and call on an easy to use, tailor-made sauce.
Ultimately, by using Dolmio® sauce for meatballs, shoppers do not have to go to the effort of preparing a home-made sauce, but can feel reassured of its quality and health credentials.
Dolmio® sauce for meatballs is backed by a £3 million media campaign, including television commercials, radio, press advertising, PR coverage and in-store promotion for retailers. This campaign will include 10 weeks of Dolmio® 100% Natural adverts on television, promotion in audience-related press, magazines and online advertising.
Original source: Mars Inc
Sectors: Condiments, dressings & sauces, NPD & innovation
Companies: Mars Inc
View next/previous articles
3 Jul 2012 -
3 Jul 2012 -
Currently reading -
UK: Mars launches Dolmio meatball sauce range
3 Jul 2012 -
3 Jul 2012 -
Related research
Mars Inc in Packaged Food - World
Core market recession and Kraft Foods’s acquisition of Cadbury have both impacted strongly on Mars. But it is finally waking up to its shortcomings in the emerging world and continues to fight for room on the better for you bandwagon....
Mars Inc in Packaged Food (World)
The Wrigley acquisition of 2008 continues to add value to Mars’s presence in the emerging markets, notably in China. While its presence in gum lends itself well to the push towards healthier eating, its confectionary brands still pose a challenge. Th...
Datamonitor's Confectionery: Advanced Emerging Markets (Brazil, Hungary, Mexico, Poland, South Africa, Taiwan) Industry Guide is an essential resource for top-level data and analysis covering the Confectionery industry in Brazil, Hungary, Mexico, Pol...
Related articles
US: Hershey, Nestle stand firm on price-fixing allegations
Hershey and Nestle have said they will continue to defend themselves against allegations of fixing the price of chocolate in the US after a court gave the all-clear for a class action lawsuit.
UK: United Biscuits outlines biscuit, cake NPD plans
United Biscuits, which last week agreed the sale of the bulk of its salty snacks, has set out the new products it will add to its biscuits portfolio in 2013.
GLOBAL: Nestle puts faith in co-operation with suppliers on CSR
Working with suppliers, rather than withdrawing contracts, is more effective in making food supply chains more sustainable, Nestle has claimed.
There are currently no comments on this article
Be the first to comment on this article