The Italian pour over sauce segment is currently worth £104m million*, accounting for nearly a third of Italian Wet Cooking Sauce sales and attracting over half of Italian Wet Cooking Sauce shoppers. The Dolmio Taste of Italy range is set to excite and grow the segment and is aimed at adults looking for a tasty, quick and nutritious meal after the kids have gone to bed.
The Taste of Italy range consists of a new variety, Tomato & Chilli, which launched in June 2010 and is accompanied by three SKUs in the range including Cherry Tomato & Parmesan, Tomato & Chianti and Tomato, Basil & Garlic. The 350g sauces feature a new look pack design for greater in-store stand out and will see the range move away from the current use of Italian regions as product names and instead focus on the ingredients and different flavour combinations.
The range is 100% compliant with 2010 and 2012 FSA voluntary salt targets and will feature clear GDA information on packs for greater transparency with consumers.
A spokesperson for Dolmio Taste of Italy commented: “Our new recipes will cater for adults looking for something a little more special than their usual family meal. With 27%** of adults eating dinner after the kids have gone to bed and more couples eating in as a result of the recession, the Taste of Italy sauces are well positioned to tap into this meal occasion and offer tasty and quick meal solutions.”
The Taste of Italy re-launch consists of a £700k through-the-line campaign to raise awareness of the sauces including PR activity which ran from May and TV advertising throughout August and instore activity during September.
The PR activity will see rugby star and Strictly Come Dancing favourite Austin Healey link up with Dolmio to raise awareness of the sauces and the special meal occasion that can be enjoyed between adults.
The TV advertising will feature the popular Dolmio puppets and focus on the special meal occasion message.
* IRI Mat Data January 2010
** Grocer 21.01.2010