Chicago Town, the nation’s biggest grocery pizza brand (IRI 52 w/e 17 Aug. 2019), will soon be available to stock in the chiller as the firm lifts the lid on its latest portfolio of pizzas.
The new Stonebaked Deli Crust range (rrp £5 each) will launch into convenience stores next month, topped with gooey cheese and Chicago Town’s signature tomato sauce.
The line-up is made up of three flavours: Straight Up Salami; Chicago Hot; and Cheeeese Fest. Each one features a handmade base and fresh ingredients inspired by the deli’s of Chicago, including: mozzarella, chorizo and chilli peppers.
Chicago Town’s move into chilled comes after extensive research into the market for chilled American-style pizza, as opposed to the more traditional Italian offering.
The brand found that there is a significant lack of brands targeting the pre-packed chilled pizza sub-category and Chicago Town hopes to reach 10.7 million pizza consumers who have never bought its products before (Kantar 52 w/e 8 Sept. 2019).
Commenting on the launch, Paula Wyatt, head of marketing at brand owner Dr. Oetker, said: “We’re passionate about bringing pizza to everybody. Whether it’s filling up the freezer, tea for tonight, or pizza to go, we want to treat consumers to the real test of Chicago, anytime, anywhere.
“We’ve identified that our new chilled range will allow our gooey, messy goodness to reach new consumers that may not have tried Chicago Town pizzas before.”
Chicago Town Stonebaked Deli Crust joins the brand’s existing frozen pizza offering, which includes Takeaway; Tiger Crust; and Deep Dish ranges.