Dr. Oetker is aiming to establish a new standard for the frozen pizza market with the introduction of its new Suprema line, a selection of three Neapolitan-style pizzas created to satisfy the growing desire for more contemporary, restaurant-quality 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).
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 believes it will be able to inject more demand in the frozen pizza category with the new Suprema range. Circana data highlights a decline in the total frozen pizza category of 2.6% in value terms, however 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, noted that premium pizza provides 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,” Wyatt added.
“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.”
