Dolmio Introduces New Stir-In Sauces

Dolmio’s range of pasta stir-ins are made from 100% good, honest ingredients. Containing no artificial colours, flavours or preservatives, GDAs remain front of pack for clear communication of nutritional content.

02/07/08 Designed for those who want to add excitement to a simple bowl of pasta, but during the summer, feel like having something a little bit lighter, the new Stir-In recipes will increase the variety offered to consumers from the current range, with classic summer recipes, Cherry Tomato & Pesto and Spicy Tomato & Sweet Onion.

Available in Sainsbury’s from end June, Tesco and independents from July and Morrisons from October, the Taste of Summer launch forms part of a £1 million marketing campaign to support the Stir Ins range, including poster and print advertising throughout 2008, in-store activity and an underpinning PR campaign on the benefits of alfresco dining.

Dolmio is the biggest player in the total Stir-In sub category accounting for £14.5m value sales and 80% of the top 10 lines.

Wendy Wing, Customer Marketing Manager, Mars Food comments: “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. The new recipes will add value to the sub-category by not only increasing penetration but by recruiting new users.”

Dolmio’s range of pasta stir-ins are made from 100% good, honest ingredients. Containing no artificial colours, flavours or preservatives, GDAs remain front of pack for clear communication of nutritional content.

With an RRP of £1.35, Dolmio Stir Ins range now comprises:

* New Cherry Tomato & Pesto
* New Spicy Tomato & Sweet Onion
* Bacon & Tomato
* Carbonara
* Roast Vegetables
* Spicy Pepperoni
* Sun Dried Tomato
* Sun Dried Tomato Light
* Sweet Pepper