Dolmio steals march on Ragu’s relaunch plans

Unilever Bestfoods has delayed the relaunch of its flagship pasta sauce brand Ragu to avoid clashing with the relaunch of rival brand, Masterfoods-owned Dolmio.

Both brands had planned to relaunch their product ranges this autumn (MW June 5), but industry insiders say that Unilever decided to delay its plans to develop a new look and marketing campaign until next year, because Masterfoods was further ahead with its new strategy.

The Dolmio range has already been updated and the new look is on store shelves now. It has also launched an advertising campaign, which features animated characters called the Dolmio family.

The new creative work consolidates all of the brand’s advertising in one campaign. The advertising for Dolmio had begun to move away from using traditional Italian associations with the launch campaign for its Express pasta and sauces range, which focused on the convenience of the microwaveable products

It is understood that Unilever is planning to invest about &£10m in relaunching and marketing its Ragu brand, which lags behind its rival. According to Taylor Nelson Sofres figures, Dolmio is the top-selling liquid pasta sauce brand and its Stir-In variant is in second place.

Insiders say they hope that the relaunches will breathe new life into the liquid pasta sauce category, which has seen little innovation in recent years.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here