Dr Oetker Ristorante has partnered with Quorn to produce a new frozen vegetarian pizza offering designed to target the 2.1 million meat-free buyers who don’t currently purchase frozen pizza.
The launch comes at a time when more consumers are opting for dietary and lifestyle pizzas, such as gluten-free and vegan/vegetarian, with a 20% increase in spend within this sector, according to IRI data for the year to 18 Aug 2018.
Available now, the new offer includes two variants: Ristorante Pizza Pesto, an Italian-style pizza topped with Quorn Vegetarian Chicken, sliced red onion, sweet peppers and pesto sauce, and Ristorante Pizza Royale, topped with Quorn Vegetarian Bacon, mushrooms and garlic garnish sauce.
Jan McKee, executive head of marketing for Dr Oetker, said: “We are delighted to be partnering with another market-leading brand, Quorn, to extend our pizza offering and bring delicious alternative vegetarian pizzas to the frozen aisle.
“There is a growing demand for meat-free meal options from consumers, with many opting for meat-reduction diets, whether for health reasons or due to an increased awareness of the environmental impact.”
The launch will be supported with a fully integrated and targeted “Say Hello to Quorn” marketing campaign, aiming at drive awareness and trial of Dr Oetker’s new Quorn topped Ristorante pizzas, together with shopper activation to signpost the range in store.