German food giant Dr Oetker is rolling out a pan-European new look for its frozen Pizza Ristorante brand.
The packaging change follows the launch of a new £5m c-store-oriented marketing push for the brand which hit the UK just over a year ago and already claims a healthy market share.
Appearing in freezers over the next two months, the new packs are aimed at portraying a more contemporary image, with a warmer logo and embossing, as well as a larger photo of the pizza itself.
Other changes include a photo of a pizza slice on the side of packs, a rose petal design aimed at reinforcing associations with romance, and an updated information panel, which now includes the brand's website address.
UK MD Peter Franks said: "Although the brand was only launched in the UK last year, the pack design had been around for five years in other countries, so now is the right time for a change."