Dolmio has changed its iconic logo for the first time in years, leaving customers conflicted. The Italian sauce brand, which is sold across major supermarkets including ASDA, Tesco, Sainsbury's and Morrisons, has seen a total rebrand, and now looks entirely different.
The new logo is already in effect, and those buying it will start to notice it from today. Dolmio said the logo change is intended to make its packaging look "bolder, punchier and sharper than ever, creating a standout look and feel in the supermarket aisle".
But some supermarket customers say they're worried they 'won't recognise Dolmio' with its new label. But while the rebrand has been criticised by some, Dolmio insists that it will have no bearing on the quality of its products.
Dolmio fans have been reassured that while there's a different logo, it's still the "same great taste on the inside". The Italian cooking sauce brand has unveiled its new rebrand, which features a "dynamic and playful visual identity" complete with a fresh, new logo.
As well as a refreshed font, the 'i' in the logo has been replaced with an exclamation mark with a standout red dot, which is supposed to express the "joy and exuberance Dolmio brings to the Italian sauce category".
From today, the brand's new look jars will be widely available for consumers in major supermarkets, including Sainsbury's, Tesco, Asda, Morrisons and more, as part of a phased nationwide distribution. Sian Gavin, Senior Marketing Manager at Mars Food, said: "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 a home-cooked meals more than ever before.
"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."
However, they have made two recipe changes. As part of the relaunch, Dolmio has tweaked its Creamy Lasagne Light white sauce. Its fat content has been reduced, but without "diluting its signature taste". In addition, they have revamped its Pasta Twist recipe to make it vegan so it's "more inclusive".
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