Mars UK’s newly created division, Seeds of Change, which is to specialise in organic food, is understood to have appointed DMB&B to handle its advertising.
The company is launching a range of organic pasta sauces and dried pasta, which is in the process of being rolled out to multiples and specialist organic outlets.
Founded in the US in 1989, Seeds of Change originally focused on the production of organic seeds before extending into organic food production.
The products are certified by the Soil Association, the UK’s leading organic certification body.
Seeds of Change marketing manager Frederique Hull says: “Interest in organic food has increased dramatically recently, yet UK customers still find it difficult to ‘go organic’, either because of limited availability or a reluctance to compromise on taste. By making great tasting organic products widely available, we are broadening consumer choice.”
Over the next few months additional products will be launched in the range, which will be supported by a 1.5m advertising campaign later in the year.