Dolmio ® will offer 20 million special Kids Pass packs across a range of its sauces for shoppers to redeem online.

Mars Food UK is excited to announce the return of Dolmio®’s on-pack partnership with Kids Pass. For the second year in a row, the activation will enable shoppers to unlock exclusive discounts and offers for the whole family to enjoy.

Run by incentive and reward provider Digital Rewards Group, Kids Pass is the UK’s number one family savings membership club1 . It has over 2000 great deals, discounts, and offers across the UK.

Through last year’s Dolmio® activation, over 22,000 families signed up to Kids Pass for free.

For families looking to make the most of the half-term break, Kids Pass offers include big brand partners like Go Ape, Odeon, Haven, Sea Life and Gulliver’s World. Kids Pass also includes great discounts that can be redeemed on education, streaming, audio, retail and dining.

On average, families can save £96.54 over three months with Kids Pass2 . Shoppers also have until the end of 2022 to activate their free 3 months membership and enjoy the discounts on offer.

Sian Dixon, Dolmio® Senior Marketing Manager, said: “Dolmio ® is committed to helping families enjoy dinnertimes that are free from drama. This means helping them provide meaningful moments over a spaghetti bolognese and beyond. After the last two years, we know that shoppers are looking for new ways to enjoy time with their families. We’re excited to bring back our on-pack partnership with Kids Pass for the second year in a row. By buying promotional jars of Dolmio ®, shoppers can access the great discounts available so they have more reason to enjoy experiences together – and have something to talk about around the dinner table.”

James Mellor, Digital Rewards Group Business Director, said “We’re delighted to partner for the second year running with a brand as recognisable and favoured as Dolmio®. Kids Pass exists to help and inspire families to enjoy their time together, offering exclusive discounts on attractions and experiences across the UK. This sentiment resonates with families now more than ever after the climate of the last two years and we’re excited to extend this offering, yet again, to Dolmio shoppers!”

Once shoppers have purchased a special pack of Dolmio® sauce, they will find their unique code on the reverse of the label. They can then simply download the Kids Pass app and register, using their unique code and personal details, to search for offers and start saving!

The promotion will run across a variety of Dolmio® products and is available in retailers and wholesalers now. The on-pack promotion is supported by a through-the-line campaign that will include online content and in-store promotions*.

Dolmio® is the UK’s number one Italian sauce brand with a portfolio ranging from Bolognese, Lasagne, pasta sauces and bakes.3

1 Based on the number of app downloads for a family based subscription app.

2 Based on an average user claiming 5 offers in a 3 month period, sourced December 2021′.

3 Source: Nielson 52 w/e 22nd January 2022

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