V2food and pasta sauce brand Dolmio are partnering up to deliver plant-based alternatives for traditional spaghetti Bolognese and meatballs.
Mars Food Australia portfolio marketing manager-global brands Jade Lish says the plant-based market has accelerated as people seek healthier options in the pandemic.
“At the same time more people are cooking at home, and pasta remains among the top two meals made by Australians, whether feeding hungry families or a tasty dinner for one.
“In partnering with v2food, we want to give Australians inspiration to turn their favourite pasta meals plant-based and tick all the boxes – Australian made, a healthier twist and no compromise on taste,” said Lish.
The partnership will use a social media campaign to promote plant-based variants of spaghetti Bolognese, lasagne and meatballs. The deal also expands consumer market size for both companies – with Mars Food’s Dolmio using its 30 years brand presence to bring v2food into the mainstream light and the plant-based meat company making Dolmio’s sauces appealing to its ‘flexitarian’ consumers.
V2food chief growth officer Andrew May said more Australians are trying to implement plant-based food into their diet.
“A recent YouGov study found 63 per cent of Aussies were now open to buying plant-based meat as long as it tasted good.
“Partnering with an iconic brand like Dolmio, which is known for making the tastiest sauces, is a sure-fire way to deliver a delicious meal that’s guaranteed to satisfy everyone at the table, whether flexitarian, carnivore or anything in between,” May said.
Dolmio Extra Bolognese and v2food plant-based mince is available at Coles online.
