Dolmio launches two new products and cuts ties with puppets

Dolmio Chicken Tray Bake and Tomato Sauce

Dolmio has launched two new products, timed to coincide with its new global ad campaign that drops the familiar puppets in favour of a new family featuring award-winning actor Dominic West.

Dolmio No Added Sugar Pasta Sauce (RSP £1.99) is available now in a 350g jar. It is made with a blend of naturally-sweetened sun-ripened tomatoes, herbs and spices and contains no artificial colours, flavours, preservatives or sweeteners. As with all of Dolmio’s tomato-based sauces, each serving provides one of your five-a-day. Five flavours are available: Sun-ripened Tomatoes & Basil, Sun-ripened Tomatoes & Chilli, Sun ripened Tomatoes & Roasted Garlic, Sun-ripened Tomatoes & Mascarpone and Sun-dried Tomatoes & Sweet Pepper.

Dolmio Chicken Tray Bake (RSP £1.49) is the brand’s first attempt at a chicken range, tapping into the UK’s number one dinner time protein choice. Each new 150g Chicken Tray Bake pouch caters for a family of four and is designed to be spread over chicken and vegetables and cooked in the oven in around 30 minutes. A single serving provides one of your five-a-day vegetables, if the on-pack recipe is followed. It is available in four flavours: Italian Herbs & Garlic, Lemon & Roasted Garlic, Sundried Tomato & Basil and Mushroom, Garlic & White Wine.

Ian Nundy, Marketing Manager at Dolmio, commented: “The UK loves Italian food – it’s the number one choice for consumers and the most important cuisine-type/segment for retailers within Foods of the World. These new product innovations will drive growth in the category by tapping into a number of consumer trends – demand for variety and new formats as well as for even healthier, nutritious, great-tasting meals.”

The new ad sees star of The Wire West as a melodramatic dad who, along with his son, is so engrossed in a video game that he won’t come to the dinner table – until his partner reveals that spag bol is on the menu. Titled ‘No Drama’, the ad is currently airing globally both on TV and online. Bespoke Chicken Tray Bake advertising will be implemented across online video and social platforms from mid-September through to mid-December, with more support planned for early 2018.