Air fryer pizza brand Slicey has made its UK debut.
Its quartet of frozen pizzas made in Italy with a 25-hour fermented sourdough base, are in Sainsbury’s. They are: Margherita, Pepperoni, Diavola and Cheesy Garlic (rsp: £2.50/128g-140g).
Each delivers up to 15g protein and weighs in at 440 calories. Additionally, the base is fermented at two different temperatures ”to ensure a perfect cook in the air fryer” in just seven minutes.
The range had been going “from strength to strength in Ireland since launch in October 2024 , driving incremental category sales across all the major retailers”, said Slicey.
“Favoured by mums with busy lives and young and teenage children, Slicey offers a healthy and filling snacking alternative without the need for use of ovens or mess,” it added.
Value sales of frozen pizza fell by 3.3% to £690.3m to on volumes down 3.9% in the year to 30 November 2025 [Worldpanel by Numerator].
Slicey’s lunch comes as a swathe of fmcg brands have innovated to cash in on Brits’ growing use of air fryers over recent months.
McCain unveiled Vibes, a potato-based snacking product designed specifically for air fryers, at the start of 2025.
Nestlé-owned seasonings brand Maggi then unveiled a trio of Crispy Coatings designed to “elevate” shoppers’ air fryer experience last March.
As reported by The Grocer earlier this month, Walkers’ recent trademark activity points to its development of air fryer snacks.
The crisps giant applied to register a logo featuring the text ‘Walkers Creations’ with the Intellectual Property Office, under classes 29 and 30, under classes 29 and 30, covering potato-based snacks for cooking in an air fryer.
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