DOLMIO URGES SPORTS FANS TO MAKE EVERY MINUTE COUNT

In such a highly anticipated summer of sports, it was impossible to predict that “hydration breaks” would be stealing the headlines and dominating the group chat.
Sparking backlash and discontent, for sports fans, there’s nothing quite like an interruption when a game is finely poised. A huge source of debate, Dolmio has commissioned new research to understand how the nation truly feels about these types of divisive sports breaks.
Unsurprisingly, if you take the boos as gospel, half of Brits (50%) admit they watch very little – or none – of sports breaks and consider it dead viewing time. Some fans (27%) see it as a necessary interruption, just under a quarter (22%) consider it mildly annoying but understandable, 24% of viewers describe it as frustrating and a particularly irate group (10%) see it as ruining the viewing experience.
Instead of sitting in discontent, Dolmio’s research found that half (50%) of fans are using this time to hone their multitasking skills, with fuelling up being a main priority. A fifth of fans (21%) admit to feeling hungry with 52% making a beeline for a drink and 39% racing to the kitchen.
The research further reveals that snacks are the hero of the moment with just under half (46%) of fans raiding the cupboards for something immediate. Toast and cereal are proving a popular go to with over a quarter of fans (34%) opting for breakfast items, and approximately a fifth (23%) of fans are using the time to order a takeaway. But only 6% have made a hot meal in the time available.
Simplicity is the theme; however, the data also reflects a desire for more. 42% of fans admit that they would make a hot meal during a short break if such a thing were possible.
Enter Dolmio…
Not content with seeing the nation fret over making a proper meal versus missing crucial play, Dolmio is showing sports fans they can do both. Thanks to Dolmio’s range of ready meals, including new Dolmio Active, Dolmio Feasts and Dolmio Classics, sports fans can prepare a hot meal at home during sports breaks, as players rehydrate and before play resumes.

Whether sports fans are looking for a high-protein option from the new Dolmio Active range – such as Sundried Tomato & Chicken Rigatoni or Jalapeño & Chicken Fusilli, or some of the brand’s signature sauces in Dolmio Classics – including Bolognese and Meatballs Fusilli, or the creamy dishes of Domio Feasts – including Spicy Chorizo Fusilli and Cheesy Mac & Cheese, every meal is ready in just two minutes. Designed to deliver a delicious hot meal in minutes, the range gives sports fans a convenient alternative to snacking during a break, helping them refuel while the players do the same – and still leaving plenty of time to be back on the sofa before play restarts.

Hana Hutchinson, European Brand Director, Mars Food and Nutrition Europe added: “When watching sports, breaks in the game can lose momentum in play and frustration amongst funs. But with it comes the chance to refuel even in the shortest of times. We designed our Dolmio cupboard ready meals, to be convenient, easy and tasty meals for those looking to fit it into their busy lifestyles. So, fans can get meals at home, watching their favourite sports, or while on-the-go, in only a couple of minutes.”
During this summer of sport, Dolmio is inviting fans to see sports breaks differently: not as an interruption, but as the perfect opportunity to enjoy a proper hot meal without missing the action.
Dolmio Active is now available exclusively in Tesco stores nationwide. Dolmio Feasts and Dolmio Classics are available nationwide.
Find out more information at https://www.dolmio.co.uk/ready-meals