Striking a new chord for frozen pizza with Dr. Oetker Suprema
DR. Oetker has set out a new tone for the frozen pizza category with the launch of its new Suprema range.
Launching across major UK retailers in August, Suprema has been crafted to meet the surging demand for more modern, restaurant-quality pizzeria-style at home with a range of three Neapolitan-style pizzas.
The range has launched with three variants consisting of La Calabria (salami, spicy Nduja-style sausage, red pepper and chilli honey), La Romana (Spianata salami and mozzarella), and La Margherita (mozzarella and pecorino). All three come with an RRP of £5.
Each pizza has been baked at over 400°C on hot stone to deliver an airy, crispy crust to ensure an authentic option from the freezer.
Dr. Oetker reckons it will be able to inject more demand in the frozen pizza category with the new Suprema range. While Circana data has found that the total frozen pizza category has dipped by 2.6% in value terms, the premium segment has bucked the trend with a 24% year-on-year uplift in value.
Suprema will be backed by a £2million multi-channel campaign including digital video and social to showcase the high quality nature of the range with outdoor and experiential activations as well as retail media both in-store and online to help drive a buzz with consumers and create desire.
Paula Wyatt, head of marketing of pizza at Dr. Oetker, said: “Premium pizza is a clear opportunity for growth. 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 its a breakthrough level of quality for frozen pizza is about to be realised.
“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.
“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.”
