Frozen pizza brand Dr Oetker is planning to take a stronger hold of freezer space with the launch this month of a baguette-style Bistro range.
The range of French-inspired lines targets snacking and takes the brand down a lighter
eating track. Toppings such as Jambon à la Parisienne, Tomate & Fromage, Salmon à la Lyonnaise and Champignon à la Normande reinforce the French connection, while a Hawaii variant offers a more traditional combination. Each two-pack of baguettes has an rsp of £1.59.
The newcomers will be backed by a £1.8m marketing launchpad, including TV advertising, in-store activity and sampling. The company claimed heavy promotional activity and lack of innovation had led consumers to perceive frozen snacks as low quality.
Matthew Wilson, head of marketing, said the newcomers had been “incredibly well-received” in consumer research, and he was confident they would have broad appeal.
“We wanted to launch a range of convenient but high-quality baguettes that can be enjoyed as a quick snack or as an easy meal solution for the whole family,” he added.
The company has a good track record of mass market success. Its Pizza Ristorante brand is one of the category’s few current success stories - having achieved 14.6% growth last year [ACNielsen 52 w/e October 1, 2005] in a market showing an overall drop of 3.3%.
Mary Carmichael