Dr Oetker has mounted a challenge to Crosta Mollica, unveiling a “restaurant quality”, Neapolitan-style, frozen pizza range.
Made with triple-fermented dough, Suprema will debut this month in three variants: La Calabria, La Romana and La Margherita, each with an rsp of £5 (390g-415g). By comparison, Crosta Mollica’s frozen pizzas (403g-448g) currently range in price from between £5.25-£5.75 each in the major retailers [Assosia pre-promotional prices 5 August 2025].
La Calabria is topped with salami, spicy ‘nduja-style sausage, red pepper and chilli honey; La Romana is garnished with salami and mozzarella; and La Margherita features mozzarella and pecorino. La Romana and La Margherita are HFSS compliant.
All three pizzas feature a passata made with emilia romagna tomatoes, known for their “rich, vibrant colour and sweetness”, according to Dr Oetker. Each is baked at over 400°C on hot stone, delivering “an irregular, airy and crisp crust”.
Billed as Dr Oetker’s “biggest pizza launch ever”, Suprema is the result of three years’ development and had been crafted to “meet the surging demand for modern restaurant-quality, pizzeria-style pizza at home”, said the brand.
According to Dr Oetker, frozen pizza underindexed on this occasion, “with chilled and homemade pizza options dominating”.
“Premium pizza is a clear opportunity for growth,” said Paula Wyatt, head of marketing for pizza at Dr Oetker.
“Delivering for our consumers on the promise of Neapolitan-style pizzeria pizza at home has been our obsession – with Suprema over three years in development, we believe a breakthrough level of quality for frozen pizza is about to be realised,” Wyatt added.
The launch will be backed by a £2m campaign, including digital, social media, outdoor and in-store activity.
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