Dr. Oetker Ristorante announces major relaunch

Household-name pizza brand, Dr. Oetker Ristorante, has announced a major relaunch with new look packaging, a line-up of product launches, and a heavyweight multimedia campaign.

Combining its famously thin and crispy base with rich, mouth-watering passata, and light, Italian-inspired toppings that burst with flavour, the brand is embarking on a new look and feel for its packaging but retaining its much-loved classic taste.

The refresh of the packaging adds a fun, fresh and inviting look with brand new photography, colourways and overall design, and will be rolled out across the range from mid-August.

Alongside the refresh, Dr. Oetker Ristorante is also launching three new SKUs, with the trio arriving in major retailers including Asda, Morrisons, Sainsbury’s, Waitrose & Ocado from 14^th August.

Dr. Oetker Ristorante Pepperoni Mozzarella Pesto (MRRP – £3.85) will join the core range, and features the classic Ristorante thin & crispy crust, topped with irresistibly tasty pepperoni, mouth-watering mozzarella pearls and drizzled with pesto.

The brand is also launching a new tier of two premium pizzas; the Dr. Oetker Ristorante Primo with flavours Salame Piccante Nduja and Primo Pollo Funghi Truffini.

The Primo Salame Piccante Nduja (MRRP – £4.40) is topped with creamy mozzarella, calabrese salame, nduja, peppadew peppers and a hot honey garnish on a chilli infused crust.

The Primo Pollo Funghi Truffini (MRRP – £4.40) is topped with creamy mozzarella, roast garlic chicken, crispy bacon, sliced mushrooms and a rich truffle garnish on an Italian herb infused crust.

To support the rebrand and product launches, a heavyweight multimedia campaign will deploy from late August, including a return to TV and VOD in September, with a significant £2.5M spend behind it.

Paula Wyatt, Head of Marketing – Pizza at Dr. Oetker UK, said “We’re pleased to be able to announce our fresh new look and feel, with both our new packaging and a range of exciting new products.  Ristorante is a much-loved frozen pizza brand, and this relaunch ensures the brand remains relevant to a wide audience of frozen pizza consumers”.

The new packaging and NPD launches will be available from mid-August.