Pizza manufacturer Schwan’s aims to dominate the freezer cabinets with the launch of another Chicago Town brand extension.
Its new range of Main Event meals and On The Side accompaniments under the Chicago Town label follow a foray into wraps, breakfast slices and potato wedges over the past seven months. Schwan’s Deep Dishes snack range of ready meals was launched in 2002.
Chicago Town Main Event frozen ready meals are available in five varieties, all inspired by regional American dishes: St Louis Chicken, Santa Fe Chicken, Texan BBQ Pork, New York Steak and Missouri Spiced Meatballs (rsp: £1.99 for a 400g meal). Tennessee Wedges with a salsa or smoky BBQ dip and Buffalo Hot Wings, with a pepperjack cheese dip or spicy dipping relish, are the two On The Side dishes (rsp: £1.49).
The new products can be microwaved or oven-cooked and Schwan’s said they aimed to meet consumer demand for an alternative to Italian and ethnic ready meals on the market.
“We identified an opportunity to bring some innovation to the ready-meal category, and to maximise the benefits of the trust consumers have in Chicago Town’s ability to deliver authentic American tastes,” said senior brand manager Paula Wyatt. “Along with the innovative aspect, the ranges offer quality, convenience and value.”
Helen Gregory

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