Schwan's is aiming to carve itself a big slice of the home-delivered pizza market with the launch of a Pan Pizza To Go range under its Chicago Town brand.
The company aims to convert 25% of delivered pizza occasions to its new range and add £12m in frozen pizza category sales in the process.
The range of 12-inch pizzas comes in unique oven-ready pans in three standard varieties - Pepperoni, Five Cheeses and Spicy Chicken (rsp: £2.99). Each bakes in about 30 minutes and promises delivered pizza quality at supermarket prices.
The red packaging livery highlights the pan concept and stands out in the freezer.
Brand manager Nicola Kenyon said consumer fatigue with standard sharing pizzas had led to a demand for innovation in the category: "We know that consumers enjoy the taste and convenience of a delivered pizza. We are confident that our Pan Pizza is of equal quality and will match the experience, but at a much lower cost."