Simon Mowbray Dr Oetker's daring assault on the British frozen pizza market appears to be paying dividends for the German food giant less than four months after launch. Sales of the new range, which launched in March, hit the £3m mark in multiple grocers and Co-ops in May, according to Information Resources. The impressive figure, likely to have been largely generated by a heavyweight TV campaign, equated to an 11% share of the total frozen pizza market during the month. However, figures for June seem to suggest that only one out of two consumers have repeated their purchase, with latest figures for the four weeks to June 16 dropping to under £1.5m. Branded market leader Chicago Town also appears to have suffered a slight dip in fortunes with latest IR monthly figures for its Pizza Pie offering down to £2.5m in June from £4.4m in May. Own label still dominates the market with average monthly sales of around £8m. Peter Franks, sales director for Dr Oetker (UK), said the company was delighted with the performance of its four-strong range which is backed by a £5m marketing spend. The company's vice president, Axel Andree, told The Grocer in March that he believed Dr Oetker would become the number one pizza brand in the UK within three years, sparking speculation that the company may enter other sectors of the UK food market. {{P&P }}

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