Schwan's is plotting a £5m relaunch for its Chicago Town pizza brand including NPD and new packaging.

The relaunch will centre around the company's 13cm Deep Dish and its Thin and Crispy ranges, which will receive a brand overhaul and range extensions. The updated range will be rolled out across the trade from April.

The pizza maker is also to sponsor reality TV show American Idol for the second year running in a six-figure deal with ITV. This year's programme idents will feature contestants auditioning, using a similar format to the main show.

Sales of the brand have risen 9% to £68m in the past year [IRI].