Dolmio aims to boost sales with Healthy Family Challenge

The activity is part of the £12 million investment behind the Dolmio brand in 2008 and will run from May through to October.

Woman will be featuring a series of Dolmio Healthy Family Challenge articles with advice and tips throughout the year and with a weekly circulation of nearly 370,000, the activity will place Dolmio at the forefront of key consumer's minds.

TV fitness expert Nicki Waterman and nutritionist Fiona Hunter will be working closely with two families, the Irelands from Manchester and the Halls from Birmingham to provide a series of healthy eating and fitness tips and advice.

The activity will also be supported by a PR campaign and feature on the Dolmio website, www.dolmio.co.uk, where web users will have the opportunity to ask the experts for fitness and healthy eating advice.

Wendy Wing, Dolmio Customer Marketing Manager explains: “The Dolmio Healthy Family Challenge is an example of Dolmio's understanding and commitment to the consumer, helping mums look after their families' health and fitness.

“The activity will also communicate the key benefits of Dolmio; one serving of Dolmio is an easy and delicious way to contribute to your recommended five a day portions of fruit or vegetables. The brand is also committed to reducing salt levels in its products and there are no added artificial colours, flavours and preservatives in Dolmio sauces.

Wing continues: “By driving consumer awareness and association with the brand, the Dolmio Healthy Eating Challenge will help maximise retailer sales across the whole Dolmio range.

“With editorial coverage in Woman magazine reaching key consumers, presence at www.dolmio.co.uk and an extensive PR campaign throughout the year, my advice is to stock up with Dolmio now to take advantage of the potential increase in demand.”