Cooking sauce brand Dolmio has undergone a rebrand to help cement its lead in the category. The new look jars have started rolling out in Sainsbury’s, Tesco, Asda, and Morrisons as part of a phased nationwide distribution.
The new identity is said to be “bolder, punchier and sharper”, creating a standout look in the supermarket aisle. The logo font has been refreshed with an exclamation mark and a standout red dot added to replace the ‘i’ in the name to elevate the brand distinctively.
The first phase of the rebrand includes the in-store rollout of products as part of wider simultaneous digital and out-of-home marcoms activity. The second phase will be rolled out in June with a new TVC.
“Our Tasty New Look has been introduced to evolve Dolmio in line with our shoppers, making it more relevant, modern, and easier for consumers to navigate our portfolio. We are excited to widen our appeal beyond the traditional family household. Especially as we know, the definition of family has changed, encompassing all shapes and sizes. And people are now coming together for home-cooked meals more than ever before,” said Sian Gavin, Senior Marketing Manager at Mars Food.
“Our favoured recipes of classic dishes known and loved by shoppers, have been brought to the forefront. Whilst the jars may look different on the outside, consumers can rest assured that they have the same great taste on the inside.”
