Turning a bad Dolmio day into a good Dolmio day

Some people have been scratching their heads about Mars’s decision. It seems self-defeating given it is likely to reduce sales, and therefore attract the ire of the company’s shareholders. However, upon further inspection Mars’s move makes a great deal more strategic sense than it may initially.
The healthiness of processed food has come under increased scrutiny over the past decade or so, with Jamie Oliver famously going to war with Turkey Twizzlers and the introduction of the traffic light system for labelling. It is therefore beneficial for Mars to present itself as having consumers’ interests at heart. The move fits within a wider strategy from Mars that seeks to improve the healthiness of its products, which includes other steps such as cutting the amount of salt in its sauces by 20% by 2021.
Furthermore, Mars is only rolling out its new label to around 5% of its product range – meaning that it can benefit from this positive PR without severely impacting sales.
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