Dolmio is rolling out a packaging refresh with a new visual identity which intends to be ‘bolder, punchier and sharper than ever’.
The relaunch from the iconic Italian pasta sauce brand has been designed to create a unique look and feel in the supermarket aisle, with the updated jar looking to reflect its ‘great tasting recipes’.
From today, the brand’s new look jars will be widely available in Tesco, Sainsburys, Asda, Morrisons and many more, as part of a phased nationwide distribution.
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It comes as last month parent company of Dolmio – Mars – dismissed attacks on corporate ESG commitments as ‘nonsense’, stating that purpose and profit are not “enemies”.
As Dolmio continues to lead in the pasta sauce category, the fresh new look supported with through-the-line digital, out of home, TV and PR.
The brand hopes to reach hopes to reach an audience of 84% of the UK’s adult population. In June a TV campaign will also be aired to spotlight the rebrand.
“Our Tasty New Look has been introduced to evolve Dolmio in line with our shoppers, making it more relevant, modern, and easier for consumers to navigate our portfolio,” senior marketing manager at Mars Food, Sian Gavin said.
“We are excited to widen our appeal beyond the traditional family household. Especially as we know, the definition of family has changed, encompassing all shapes and sizes. And people are now coming together for a home-cooked meals more than ever before.”
Gavin added: “Our favoured recipes of classic dishes known and loved by shoppers, have been brought to the forefront.
“Whilst the jars may look different on the outside, consumers can rest assured that they have the same great taste on the inside,” they concluded.
