Masterfoods launches Dolmio sub-brand

Masterfoods is gearing up to take on premium sauce brands Loyd Grossman and Sacla with the launch of a Dolmio sub-brand, Tastes of Italy. It will be positioned as a range for adults rather than families.

The range, which is being launched now, has four variants inspired by four Italian regions including Taste of Sorrento, which is cherry tomatoes, basil and parmesan cheese, and Taste of Rome, which is sun-ripened tomatoes, fresh cream and ricotta cheese. The sauces, which will cost £1.55 for a 350g jar, will be positioned as everyday indulgences for adults.

The launch will be supported by a £2m marketing investment including a new TV execution staring the Dolmio family, press work and a sampling campaign.

The premium Italian sauce category is already worth £78m and is growing at 7.5% per year (IRI). Dolmio has a 42.3% share of the wet cook sauces market but no penetration at the premium end of the market at the moment.

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