Nation’s number one frozen pizza brand announces seven new products – Retail Times


Chicago Town, the nation’s number one frozen pizza brand, worth £127.7m has announced the introduction of seven new products to its already popular range of Chicago-inspired pizzas – new trend led flavour combinations, new bases & new premium toppings.

The innovations are set to keep Chicago Town front of mind for consumers and keep category energy high. The total frozen pizza category, worth £474.8m is in growth (1.9% YOY) as we see more shoppers trading into frozen, with further gains anticipated as consumers look to further tighten their belts around both their choices for every day meals that families enjoy and, takeaway treat occasions, without compromising on great pizza taste.  

First up, Chicago Town is introducing ‘premium tiers’ to its much-loved Takeaway and Deep Dish ranges. New to Takeaway, the ‘Weekender’ delivers all the indulgence and taste of a takeout with two tempting new, first to frozen, topping choices, Salt & Pepper Chicken and Philly Cheesesteak at a fraction of the price of the high street.

New to Deep Dish, ‘The Ultimate One’ will bring two new unique flavour choices aimed at younger consumers who look for interesting and special ingredients. A product combining everything that’s great about Deep Dish just made ‘ultimate’ – not just exciting new toppings but flavoured crusts to create something unique – Chilli Pepper Crust with Picante Nduja and Black Pepper Crust with Peppered Cheesesteak, all delivered within HFSS compliant formats.

Inspired by their latest visit to Chicago, the frozen pizza brand is launching an entire new range – a pizza with a innovative super thin and crispy base. Inspired by ‘Tavern Style’, a local favourite in Chicago, the unique ‘Crispy Chicago Thin’ is much thinner than anything on the market and loaded with delicious indulgent toppings, edge to edge. Launching in Loaded Cheese or Sausage ‘N’ Pepperoni these sharing pizzas are perfect for that weekend together treat occasion.

And, with 74% of weekend together treat occasions featuring sides and accompaniments for that ultra indulgent experience, Chicago Town is excited to introduce new Tiger Crust Cheesy Garlic Bread. In a category currently dominated by own label, the new super tasty side offers a point of difference, featuring the brands unique and much celebrated Tiger Crust base and allows Chicago Town to offer a fully branded solution for a weekend together treat or indulgent mid-week treat.

Head of marketing for Chicago Town, Paula Wyatt comments; “Innovation is crucial to our brand growth strategy.  We know that consumers are really motivated by ‘new’ and look to Chicago Town for exciting new pizza experiences. 

“We’ve invested heavily into research, we regularly send our entire team to Chicago to gather first-hand insight and pull in pizza experts. This has allowed us to deliver our most ambitious programme of new products in some time, bringing first to the frozen category flavours like Nduja, Philly Cheesesteak and Salt and Pepper Chicken.

“We know more and more consumers are discovering that frozen food offers outstanding quality, great value and now more than ever can help manage household budgets. Our aim is convince more and more pizza lovers to look to frozen.”

And, Chicago Town is investing heavily in reaching new customers. Over the Summer, 75,000 samples of Deep Dish were given out to pizza and music lovers across 15 days at festivals up and down the country, including a festival exclusive, Sausage and Blueberry Deep Dish which blew up the brands’ socials.

The new innovations will be supported by a heavy-weight marketing campaign which will see Chicago Town invest £3.7M in 2022. The brand will be back on TV in Q4, focused on football spots to link into the weekend together treat occasions.  In addition, VOD, out of home spanning major cities, digital, shopper marketing, PR and commercial partnership campaigns will see the personality led brand dominate the frozen pizza category.





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Chicago Town, the nation’s number one frozen pizza brand, worth £127.7m has announced the introduction of seven new products to its already popular range of Chicago-inspired pizzas – new trend led flavour combinations, new bases & new premium toppings. The innovations are set to keep Chicago Town front of mind for consumers and keep category…