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Leading Italian brand, Dolmio, gets punchy with three new bold pasta sauces, designed to intensify dinner time.

Dolmio, the UK’s number one[1] Italian cooking sauce brand has launched an all-new range of pasta sauces that are bursting with flavour. From mild to fiery, the three ‘Intensify’ sauces are now available in Sainsbury’s, with Asda, Morrisons and Tesco to follow in June & July.

Dolmio research[2] showed that shoppers were looking for more intense flavours in the pasta sauce aisle. In response, the Intensify range was born.

We know Brits are coming together more than ever for home-cooked meals, so Intensify gives people ways to elevate their meals and satisfy those intense cravings to drive more excitement and enjoyment at dinner times.

With flavours including Creamy Garlic & Black Pepper – for those who prefer depth of flavour, Red Pepper, Smoked Paprika & Chilli – for those who like a balanced combo of smoky and spicy, and Sun-ripened Tomato & Chilli – for people who love to turn the heat up, the range offers different levels of intensity catering for every palette and mood.

With nearly 80% of adults seeing internationally inspired foods and flavours as a good way to experience and explore new cultures[3], world foods have been staging a takeover in the sauce aisle for a while, so now it’s time for pasta to take charge.

Post-pandemic travel helped to spark the nation’s obsession with new flavours, spice and heat[4] in food specifically, which is now being reflected through their shopping baskets.

Sian Gavin, Senior Marketing Manager at Mars Food commented, “2023 is all about boldness in the flavour game, so the launch of Intensify is the perfect way to enable the Italian category to take centre stage and turn up taste buds with what is to come.

Italian cuisine remains the nations favourite[5], yet with tastes and preferences developing and people wanting access to more of a variety of flavours at home – we have listened and actioned their desires with Intensify – delivering this flavour and depth that we know Brits are looking for.”

The Full Intensify Range

  • Mild: Creamy Garlic & Black Pepper. This mild and creamy pasta sauce is made from a deliciously creamy base, infused with intense garlic and a kick of black pepper.
  • Spicy: Red Pepper, Smoked Paprika & Chili. This spicy pasta sauce is made from sweet red peppers combined with smoked paprika and a hit of chili in a rich tomato sauce for a balanced combo of heat and flavour.
  • Fiery: Sun-Ripened Tomato & Chili. This fiery pasta sauce is made from rich sun-ripened tomatoes complimented with intense sundried tomato and fiery red chilies for that real taste bud intensity.

[1]Based on Nielsen RMS RSV sales data for the 12-month period ending 05.04.23.

[2] – Zappi Concept Test July 2022 (Respondents n=300)

[3] – Mintel, 2022.

[4] – Mintel, 2022 / Nutritional Outlook. 2023 Flavor trends for food and beverage 11.01.23.

[5] – based on Nielsen RMS sales data for the 12month period ending 05.04.23.

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