Dolmio has removed the artificial additives in its bolognese sauces for a new range that launches this month.
The Best Ever bolognese range uses only "kitchen cupboard" ingredients, claimed Mars Foods. Citric acid has been removed in favour of lemon juice and each recipe contains three times more tomato chunks than before, it added.
Packaging has been redesigned to show the "no artificial colouring or preservatives" and "100% good, honest ingredients" messages.
The company is backing the launch with a £4m marketing campaign that includes TV and press ads, starting in September.
The activity follows Dolmio's move into the premium sector with Tastes of Italy, an upmarket range of pourover pasta sauces.
"Best Ever" bolognese is another example of how Dolmio is working to help drive sales in-store," said brand spokeswoman Suzanne McFarlin.
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