Dolmio has unveiled a ‘bold’ new rebrand and visual identity which intends to be ‘bolder, punchier and sharper than ever’.

The Italian cooking sauce brand’s relaunch intends to create a unique look and feel in the supermarket aisle, with the new jar hoping to reflect its ‘great tasting recipes’.

Launching in Sainsbury’s, Tesco, Asda and Morrisons, the in-store rollout will also be supported by digital and out-of-home (OOH) activity which hopes to reach an audience of 84% of the UK’s adult population. In June a TV campaign will also be aired to spotlight the rebrand.

As part of the campaign, Dolmio has tweaked its ‘Creamy Lasagne Light’ white sauce and revamped its Pasta Twist recipe to make the product vegan.

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“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,” Mars Food senior marketing manager, Sian Gavin, said. “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.”