Frozen pizza brand Dr Oetker Ristorante has gone 30% larger with a limited-edition variant.
The 11-inch Salame Arrabiata (rsp: £3.99) – made with pepperoni, salami, peppers, red onion, cheese and arrabiata sauce – will be available for six months in a 485g box, in comparison to the range’s standard weight of 335g. It is now in Tesco, with listings in Asda, Waitrose, Morrisons and The Co-op Group following later this month.
The launch follows brand research that suggested Dr Oetker Ristorante shoppers have a high propensity for large pizza formats, spending £53.2m a year on bigger pack sizes, a 20% share of total pizza spend [IRI four weeks beginning 27 February 2016].
“This new large format is a natural extension to the Dr Oetker Ristorante portfolio and will appeal to both new consumers and our loyal UK consumers,” said senior brand manager Louise Beaumont.
“Our in-depth consumer research shows that a larger pizza has a strong appeal across a number of category shopper groups. The introduction… offers retailers an exciting addition to the existing thin and crispy range and gives consumers a new way to experience the brand’s fresh pizzeria taste.”