Ristorante launches PMP variants exclusively to convenience channel


Frozen pizza brand Dr. Oetker Ristorante has announced the launch of five price marked pack (PMP) variants for retailers in the convenience and independents channel.

The pizzas, which comprise Pepp-Salame, Funghi, Pollo, Mozzarella and Speciale, will all feature the price flash of £3.50 each or two for £5, and launch this month.

The packs have been specially created to not only inject excitement into the C&I freezers and offer better-than-ever value for their customers but to also make the product itself even more visible, the brand said.

Great value has always been synonymous with frozen food, and pizza particularly, with promotions driving incrementality and playing a big role in the category, the brand noted, adding that smaller store formats can deliver both the excitement of a great deal, together with year-round value by stocking price marked packs from bestselling brands.

Dr. Oetker Ristorante already accounts for a third of the total branded thin and crispy pizza sales in the Symbols and Independents channel; meaning that now is the perfect opportunity for the brand to support retailers and their customers by building on this success with the launch of a new PMP offering.

“2022 is becoming an even more exciting year for Ristorante, as we bolster the launch of our new Play It Italian brand proposition with this new offer for our partners across convenience store and independent retailers,” commented Paula Wyatt, Head of Marketing at Dr. Oetker Ristorante.

“PMPs have played a key role in helping retailers to overcome the misconception that you pay more at convenience, really standing out at the fixture, and helping shoppers in convenience channel to grab a great deal.

The launch follows a recent multimillion-pound refresh, which included a redesign of its longstanding packaging, a new advertising platform entitled Brighten Your Day and a £2M marketing campaign, Play It Italian, heralding the brand’s return to TV and video advertising.

A final element of the brand refresh included updating the core Ristorante range to ensure that it is compliant with upcoming HFSS requirements well ahead of the government’s official schedule for setting the requirements live. These changes are applicable to the new PMPs, meaning all are HFSS complaint.

“Our recent brand relaunch coupled with this new PMP helps us to reinforce our commitment to quality, while also encouraging new customers specifically within the C&I sector to Play It Italian and make their money go further when enjoying a meal at home,” Wyatt added.