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.
