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Mars Makes All-Natural-Ingredient Claims For Dolmio Pasta Sauces

January 14, 2011: 05:12 AM EST

Mars in the UK is marketing its Dolmio bolognese sauces as 100% natural, after improvements in harvesting and manufacturing, and will extend this to the whole pasta sauce range during the year. Sales of Dolmio sauces fell 2.3% to £148.9 million in 2010, and the company hopes the all-natural claim in 2011 advertising will attract buyers that normally make their own. Mars is also launching My Dolmio Squeeze Me sachets, designed for kids to add to pasta, meeting demand for food parents can prepare with their kids.

Alex Beckett, "Dolmio goes 100% natural in attempt to lift flagging sales", The Grocer, January 14, 2011, © William Reed Business Media Ltd
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