Dr. Oetker is setting a new tone for frozen pizza with the launch of Suprema, the brand’s finest expression of Neapolitan style craftmanship. Launching across major UK retailers from this month, Suprema has been crafted to meet the surging demand for modern restaurant-quality, pizzeria-style pizza at home, a segment that now accounts for nine per cent of all in-home pizza occasions.
In this “pizzeria at home” occasion specifically, frozen pizza currently under-indexes, with chilled and homemade pizza options dominating. Serving up restaurant quality straight from the frozen aisle, Dr. Oetker is proud to be launching Suprema, identifying a £22m opportunity for frozen pizza if shoppers can be encouraged to choose frozen pizza as often as they choose chilled for this pizzeria at home occasion.
While the total frozen pizza category continues to feel pressure (-2.6 per cent in value, -2.8 per cent in units), the premium segment has seen growth with a +24 per cent YOY uplift in value and +20 per cent in units. Part of this growth has been driven by restaurant brands expanding into retail; however, many have struggled to translate their renowned restaurant quality into successful retail products. Therefore, with still only five per cent share of the category and a lack of consistent product offerings, there is still a huge amount of growth potential for premium frozen pizza.
“Premium pizza is a clear opportunity for growth,” said Paula Wyatt, Head of Marketing, Pizza at Dr. Oetker.
“Delivering for our consumers on the promise of Neapolitan style pizzeria pizza at home has been our obsession – with Suprema over three years in development we believe a breakthrough level of quality for frozen pizza is about to be realised”.
Suprema is a bold, uncompromising product built around an open-texture, Neapolitan-style base, which is triple fermented over 24 hours. Each pizza is baked at over 400°C on hot stone, delivering an irregular, airy and crisp crust that is perfectly charred, delivering the true pizzeria taste. Suprema pizzas are topped with the finest ingredients including Emilia Romagna tomato passata, tomatoes renowned for their rich, vibrant colour and sweetness, and Italian-inspired ingredients including aged pecorino and Spianata salami.
“With Suprema we will be placing frozen pizza squarely into the growing “pizzeria at home” occasion, delighting our consumers with an unrivalled level of quality” continues Paula,
“From our carefully crafted, triple fermented dough, rich traditional passata and topping combinations to savour, there will be no doubt that a Suprema level of quality has arrived”.
Suprema will be backed by a £2 million multi-channel campaign including digital video & social showcasing the care behind every crust, outdoor and experiential activations to drive buzz and desire and retail media both in-store and online to maximise conversion at fixture.
The range launches with three flavours. La Calabria (salami, spicy Nduja-style sausage, red pepper and chilli honey), La Romana (Spianata salami and mozzarella), and La Margherita (mozzarella and pecorino). RRP: £5.00. Weight: 390g–415g (varies by SKU).