Dr Oetker is to set to bolster its dominance of the £377m frozen pizza market with two new propositions a range designed to lure consumers away from chilled pizza and a line boasting The X Factor.

The Chicago Town ­owner is launching a new frozen range called Casa di Mama range later this month in Quattro Formaggi, Salame, Diavola and Proscuitto Funghi ­flavours (rsp: £2.79).

It predicted the range would hit £20m sales in two years. The pizzas would tempt consumers with their premium ingredients and a £2.5m heavyweight ad campaign positioning them as a cheaper alternative to chilled pizzas, it said. Similarly sized Pizza Express chilled pizzas retail at £3.99.

Unlike standard frozen pizzas, the Casa range features a fresh dough base designed to be cooked at 250c higher than standard pizzas resulting in a base that is crispy and fluffy.

The toppings were "more upmarket" than its top-­selling Takeaway range, the company added, and would differ from its premium ­frozen Ristorante range by "looking more rustic and home made", said Dr Oetker marketing manager Paula Wyatt.

Another new arrival this month is Chicago Town's The X Factor Pizza (rsp: £3.49), launching under the market-leading Takeaway banner to celebrate its sponsorship of the hit TV show. A new series begins on 21 August and the pizza will be available until the end of the year, when the series finishes.

Wyatt said the licensing deal with FremantleMedia Enterprises would help Chicago Town target people who order a takeaway pizza on Saturday or Sunday evenings while watching the show, which averages 12.9 million viewers a night.

"It would take one trial among the 8.1 million housewives who watch the show to make the frozen category explode," she said.

While chilled pizza has grown 6% to £392m in the past year, sales of frozen have lagged with 2.5% growth [Kantar Worldpanel 52w/e 11 July 2010].