Dr Oetker has brought back its limited-edition The X Factor Pizza following strong sales last year. 

The Chicago Town pizza is rolling out now under the brand's Takeaway banner to celebrate its licensing deal with the hit TV show, which returned to TV screens on Saturday. 

Available until the end of the year when the series finishes, the pizza will be supported with a £1m campaign including in-store and online activity.

Last year¹s push generated £7m of incremental sales, Dr Oetker claimed. "The campaign was hailed as the biggest and most successful for frozen pizza in the past five years," it added.

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