Focus on pizza – a hero category?

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The resurgence of own label in pizza may have been stemmed by the brands, but why are some doing so well and others so badly?

Domino’s Pizza has a lot to thank the Teenage Mutant Ninja Turtles for. When it paid for its products to be placed in the 1990 Turtles movie, no one could have known it would go on to become one of the most commercially successful indie films ever. The deal helped the company become a global heavyweight.

The heroes in a half-shell have been quiet of late, but that’s set to change with the launch of a new cartoon series, new toy lines including Lego Turtles and a movie currently in preproduction. They’re not the only comeback kids on the block – the big pizza brands that suffered as own label took a bigger slice of the market in 2011 have come out fighting over the past year. In a market up 4.4% year-on-year, brands have grown sales 8.2% to take a 38% market share – up from 36% the previous year [Kantar Worldpanel 52 w/e 25 November 2012]…

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