Italian cooking sauce brand Dolmio has introduced two more recipes to its Stir-In sauce range, under a “Taste of Summer” banner.
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Designed for those who “feel like having something a little bit lighter”, the new Stir-In recipes are designed to increase the variety offered to consumers from the current range, with Cherry Tomato & Pesto and Spicy Tomato & Sweet Onion.
“The new flavours are designed for al-fresco dining for the summer months and as they are quite versatile, we want to get across that they don’t just have to be mixed into pasta to be enjoyed,” a spokesperson for Dolmio told just-food.
Available in Sainsbury’s, Tesco and independents from July and Morrisons from October, the Taste of Summer launch forms part of a GBP1m (US$2m) marketing campaign to support the Stir Ins range, including poster and print advertising throughout 2008, in-store activity and an underpinning PR campaign.
“The Stir Ins range is a core part of the Dolmio portfolio and it’s important that we support it through new skus and updated recipes as we are doing with the Taste of Summer activity,” said Wendy Wing, customer marketing manager at Dolmio owner, Mars Food. “The new recipes will add value to the sub-category by not only increasing penetration but by recruiting new users.”
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By GlobalDataThe new range has an RRP of GBP1.35.
