New My Dolmio launches for back-to-school initiative

Tested by real families, the two new My Dolmio pasta sauces provide tasty and nutritious meals with child favourite recipes, Tomato & Cheese and Tomato & Pepperoni.

Available from July, the two new My Dolmio variants forms part of a £500,000 marketing campaign to support the My Dolmio range, including TV advertising throughout 2008 and in-store activity during the back to school period.

Wendy Wing, Customer Marketing Manager, Mars Food comments: “As a family favourite brand we recognise the importance of providing meal solutions that appeal to both adults and children.

“With £1.5m value sales, the My Dolmio range has seen consistent performance over the past year. These two new skus have tested exceptionally well with our panel of real families and with in-store activity during back to school time we hope to introduce new consumers to the range.”

The My Dolmio range includes pasta sauces and pasta shapes, available in microwavable format to provide meals in under a minute. Using good honest ingredients, each of the My Dolmio pasta sauce pouches counts as one five-a-day and is positioned as the perfect product for busy mums or youngsters taking their first independent steps in the kitchen.

With an RRP of £1.15, the My Dolmio range now comprises:

• NEW Tomato & Cheese Pasta Sauce
• NEW Tomato & Pepperoni Pasta Sauce
• Meatball Bolognese Pasta Sauce
• Pizza Flavour Pasta Sauce
• Creamy Tomato Pasta Sauce