Ice paradise

Goodfella's is the brand leader in Ireland's frozen pizza category

Currently worth €203.7 million, a number of frozen food brands have grown and maintained their market share by keeping their cool and delivering the value and innovation that consumers demand.

Brand Central

18 February 2013

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Frozen

AT A GLANCE: FROZEN FOODS

Ireland’s frozen food market is worth an impressive €203.7m (Source: A/C Nielsen MAT w/e 12 Dec 2012)
The total frozen ready meal market is valued at €15 million (Source: TNS Sept 2012)
Green Isle is now the number one brand in both the vegetable and potato categories in Ireland
Green Isle is the number one brand in potato wedges, croquettes and hash browns
Green Isle’s frozen vegetables and potato range continues to grow year-on-year with 11% growth in the 12 weeks up to 2 December
Donegal Catch is the brand leader in frozen fish (Source: AC Nielsen Scantrack week ending 2 December 2012)
Weight Watchers from Heinz is the leading brand in the frozen ready meal sector with 29.7% volume share of the total frozen ready meal market (Source: TNS Sept 2012)
Birds Eye is the number one frozen food brand in Ireland with 17.3% value share YTD (Source: A/C Nielsen MAT w/e 12 Dec 2012)
Birds Eye’s poultry range has grown its value share over the last four years from 31% in 2008 to 44% MAT 2012*
Birds Eye has maintained its number one position in both the family grills (55% value share*) and kids poultry favourites (58% value share*) sectors in 2012
Birds Eye has grown its share of the frozen fish sector from 21% to 27% MAT in 2012*
Birds Eye Fish Fingers continues to be Ireland’s best-selling fish fingers with 74% market share MAT*
Birds Eye’s frozen vegetables range now holds a 22% value share*
Birds Eye is the number one brand in potato waffles with 82.2% market share*
Birds Eye holds a 15% value share MAT of the ready meals sector*
Birds Eye has a 19% value share of the red meat category*

*(Source: AC Nielsen MAT 30 Dec 2012)

AT A GLANCE: FROZEN PIZZA

The total frozen pizza market is valued at €51m and is in decline at -2.4% in value versus last year MAT (Source: Nielsen ROI Scantrack Value MAT 52 w/e 30 December 2012 – excluding Dunnes and discounters)
Goodfella’s leads the frozen pizza category in Ireland with 48% market share (Source: AC Nielsen Scantrack, Dec 2012)
Dr. Oetker is the number two pizza supplier with 34% value market share**
Ristorante by Dr. Oetker has the highest level of spontaneous awareness of all sub-brands***
39% of pizza consumers buy Ristorante nowadays***
Casa Di Mama is now worth €1.5 million
Bistro is the number two brand within snacking
Chicago Town Takeaway is worth €5.3 million, with three Chicago Town Takeaways sold every minute in Ireland**
Chicago Town Deep Dish is Ireland’s number one snacking pizza**

**(Source: Nielsen ROI Scantrack Value MAT 52 w/e 30 December 2012 – excluding Dunnes & Discounters)
***(Source: Millward Brown Brand Equity and Advertising Tracker 2012)

Goodfella’s is the brand leader in Ireland’s frozen pizza category

Ireland’s frozen food market is worth an impressive €203.7m (Source: A/C Nielsen MAT w/e 12 Dec 2012). Furthermore, a FMI survey of 100 ROI stores for ShelfLife in 2011, showed that the vast majority of retailers surveyed (67%) have a strongly performing frozen department.

Pizza is a major market segment within the overall frozen foods category and is the ultimate convenience food with 51% of pizza sales sold on impulse* and purchased by 79% of Irish households**. Research shows consumers identify five main types of pizza – thin and crispy, deep pan, takeaway, speciality and snack. The most popular flavours are cheese, pepperoni and chicken**. The total frozen pizza market is valued at €51m and is in decline -2.4% in value versus last year MAT*** as cash strapped shoppers continue to look for value for money. The total frozen ready meal market is another strong performer, valued at €15 million (Source: TNS Sept 2012)

*(Source: Simstore Consumer Reserch Ireland 2012)
**(Source: Kantar Worldpanel 2012)
***(Source: Nielsen ROI Scantrack Value MAT 52 w/e 30 December 2012 – excluding Dunnes and discounters)

Goodfella's2

New thinking in pizza

An Irish success story in food, Goodfella’s pizza leads the frozen pizza category in Ireland with 48% share, outperforming its competitors over the past year.* With a range to suit all the family’s needs, the company has committed investment to ongoing product improvements and innovation to drive excitement into the category. This year, the brand will continue to be heavily supported with a relevant mix of media, supporting Goodfella’s ‘Pizzafest’ campaign while also working to drive the Love Irish Food association in-store. The new ranges of Deep, Flavour Fellas, Takeaway with Wedges and the low calorie Delizia range, have helped to create new pizza eating occasions and are bringing more shoppers into the category.

The Goodfella’s PizzaFest campaign transports the fun and flavour of the world’s oldest pizza festival from Italy to Ireland through a mix of pizza parties at home, online competitions on Facebook and Twitter, all brought to life on the street through the brand’s mobile Pizzafest Pizzeria.

To find out more about the full range of Goodfella’s pizza and the Pizzafest campaign go to goodfellaspizza.com, facebook.com/GoodfellasIreland or twitter.com/GoodfellasIE.

*(Source: AC Nielsen Scantrack, Dec 2012)

Quick and healthy meal solutions

Green Isle is now the number one brand in both the vegetable and potato categories in Ireland. The most popular multi-buy offer with consumers is still the ‘Buy any two for €2.50′ offer and the range continues to grow year-on-year with 11% growth in the 12 weeks up to 2 December. This range now has 12 products in total, offering consumers the largest range to choose from. Green Isle also provides a nutritious range of vegetable stir fries, which are convenient for today’s consumers who are looking for quick but healthy meal solutions. As consumers spend less on eating out and the Sunday meal becomes more of a meal occasion, the Select range from Green Isle offers a premium range of products that fit perfectly for these special occasions.

Green Isle is also the number one brand in potato wedges, croquettes and hash browns. Initially Green Isle had two products in the wedges range, the highly successful Spicy Wedges, a tasty potato wedge with a spicy coating and Green Isle Wicked Wedges, a potato wedge with a milder taste and a light, savoury coating. In 2011, Green Isle worked alongside Dubliner Irish Cheese to bring a favourite Irish flavour to life with a Cheese & Onion Potato Wedge. These wedges have proved to be a great success with consumers as they enjoy the uniquely Irish flavour. Building on this success in potato wedges, Green Isle has now launched a new BBQ Wedge, with a light dusting of BBQ flavour. Green Isle says it is the only Irish supplier providing a full range of potato products including waffles and roast potatoes.

Watching their figures thrive

Weight Watchers from Heinz is the undisputed leading brand in the frozen ready meal sector with 29.7% volume share of the total frozen ready meal market which is valued at €15 million (Source: TNS Sept 2012). Manufactured in Dundalk, County Louth, the Weight Watchers from Heinz range of frozen ready meals continues to drive the category with convenient meal solutions in both traditional and ethnic varieties. The range has everything to offer consumers who are seeking to lead a healthy lifestyle but who expect not to compromise on taste.

The Weight Watchers from Heinz frozen ready meal range offers an extensive range of market leading recipes such as Chicken Tikka Masala, Creamy Chicken & Mushroom Pasta and Ocean Pie.

Weight Watchers from Heinz also offers a range of frozen desserts including recipes such as Belgian Eclairs and Double Chocolate Brownies.

Weight Watchers from Heinz Steam & Serve is a range of ready meals which are ready in minutes from the microwave using steaming technology to provide a gentle swirling heat that cooks the meal to perfection. This gentle action keeps in the natural flavours, ensures the vegetables stay crunchy and the meat remains juicy and moist – delivering steam fresh flavours straight from the freezer.

Varieties include Chicken Chop Suey with Tasty Long Grain Rice & Vegetables, Sweet Mango Chicken with Tasty Yellow Rice & Vegetables and new additions to the range – White Fish & Truilli Pasta and Red Thai Chicken Curry.

All products within the Weight Watchers from Heinz range exclusively feature the Weight Watchers Pro-Points value per serving on pack.

A Birds Eye view of the market

Birds Eye is the number one frozen food brand in Ireland with 17.3% value share YTD (Source: A/C Nielsen MAT w/e 12 Dec 2012). This market leadership has been driven primarily by fish, poultry, veg, and waffles with Birds Eye continuing its strength in the peas sector. Birds Eye leads the way as one of the most innovative brands in frozen food, launching successful NPD product ranges such as Bake to Perfection and Rice Fusions.

Poultry

Birds Eye states that its poultry range has experienced exceptional growth over the last four years with value share growing from 31% in 2008 to 44% MAT 2012*.

Birds Eye has maintained its number one position in both the family grills (55% value share*) and kids poultry favourites (58% value share*) sectors in 2012.

September 2012 saw the company’s biggest ever Chicken Grills re-launch. This substantial plan included a range expansion into new flavours, such as Garlic & Herb and Light & Crunchy; a new proposition and a new eye catching look. Only Birds Eye Chicken Grills come with a ‘Sourced and Prepared with Care Guarantee’ reinforcing the brand’s superior quality. The company guarantees that its Birds Eye Chicken Grills are all made with 100% chicken breast and sourced from carefully selected farms, with no artificial flavours or preservatives.

Birds Eye will continue to support its Chicken Grills with significant investment throughout 2013 including a heavyweight TV campaign (already back on air in January and February) and some significant deep cut promotions.

Fish

Birds Eye has sustained its strong performance in the frozen fish category, growing its share from 21% to 27% MAT*. This growth has been achieved by a combination of driving core products such as Birds Eye Fish Fingers and launching successful NPD such as the Birds Eye’s Bake to Perfection (now in dual cook format and microwave ready in just five minutes) and Birds Eye Fish Fusions. Birds Eye also re-launched into the coated fish sector, teaming up with Harry Ramsden’s on its battered fish fillet products and delivering a real authenticity and chip shop flavour to the battered fish segment.

Donegal Catch ensures its haddock, whiting and plaice is all locally caught

Birds Eye Fish Fingers continue to be Ireland’s best-selling and loved fish fingers with 74% market share MAT*. Ireland’s favourite fish fingers will undergo a massive re-launch in Q2 with new unique packaging, teatime offerings and a new proposition. This will be supported throughout 2013 with a new TV campaign, digital campaign and in-store promotions.

*(Source: AC Nielsen MAT 30 Dec 2012)

Birds Eye is also a strong brand performer within the frozen vegetables, potato waffles, ready meal and red meat categories.

Get on board with Responsible Irish Fish

With the growing awareness of responsibility in food sourcing*, Donegal Catch, the brand leader** in frozen fish is pioneering the promotion of Irish caught species through its relationship with the Irish seafood organisation, Responsible Irish Fish. Donegal Catch is the largest purchaser and processor of whitefish in Ireland, ensuring its haddock, whiting and plaice is locally caught.

Donegal

Responsible Irish Fish is a fishermen-based group dedicated to highlighting what fish on our supermarket shelves is Irish and caught in a responsible manner. Over the Lenten period, Donegal Catch will be advertising and promoting its range under the Responsible Irish Fish banner to encourage more consumers to eat quality Irish fish.

Enda Ryan from Donegal Catch said: "Donegal Catch is proud to be supporting Responsible Irish Fish. Through our plant in Sligo we source and fillet all of the whiting, haddock and plaice under the Donegal Catch brand, supporting fishermen in the Irish catching sector.

"In February and March, the Donegal Catch fishermen will be back on TV telling you all about Donegal Catch Fresh, Natural Atlantic Fillets. The brand will also run a nationwide outdoor campaign to build awareness of Responsible Irish Fish."

* (Source: Recent Bord Bia Research; Periscope)
** (AC Nielsen Scantrack week ending 2 December 2012)

Doctor knows best

Established in 1891, Dr. Oetker‘s philosophy is "Quality is the best recipe" which the company says ensures that all its products are of the finest quality. Dr. Oetker is the number two pizza supplier with 34% value market share***.

Following years of successful growth and now bought by nearly half a million households, Ristorante by Dr. Oetker, which has the highest level of spontaneous awareness of all sub-brands****, delivers the authentic Italian pizzeria taste and premium quality straight into the homes of Irish consumers. Inspired by authentic Italian recipes, Ristorante offers a true pizzeria taste with a thin and crispy base and generous toppings and a flavour to suit all tastes.

39% of pizza consumers buy Ristorante nowadays****, more than any other brand and with the biggest range of flavours within the thin and crispy segment, Ristorante offers real choice to consumers.

Ristorante continues to be the most supported brand within the frozen pizza category and all Dr. Oetker’s brands including Ristorante, Casa di Mama and Bistro will be supported in 2013 with a heavyweight marketing campaign and in-store promotional activity.

Since its launch in October 2011, Casa Di Mama has gone from strength to strength and the brand is now worth €1.5 million in just over a year. Made with fresh dough that rises for the first time when baked in the oven, it is the ideal tasty and convenient meal. Combining a blend of toppings and a crispy and light crust, Casa di Mama delivers a fresh, Italian home baked pizza experience every time, in just 15 minutes. With a range including Mozzarella & Pesto, Pepperoni-Salame, and Spéciale, there is something for all the family to enjoy.

Bistro by Dr. Oetker, offers a range of authentic baguettes, crunchy on the outside and soft on the inside, with toppings inspired by the French love for food. Ideal as a lunchtime snack or for a casual evening with friends, Bistro, the number two brand within snacking, is available in three flavours – Tomate Fromage, Salami and Spéciale. Bistro Minis was launched in October 2012 and comes in two flavours – Tomate Fromage and Salami and is perfect for casual entertaining or as a light meal for kids.

Pizzinis are an ideal fridge filler for busy mums who are looking for a convenient and tasty hot snack. Priced at €1.99, Pizzinis Cheese & Tomato mini pizzas are great with curly fries or why not try Pizzinis Ham & Cheese with wedges.

*(Source: Simstore Consumer Reserch Ireland 2012)
**(Source: Kantar Worldpanel 2012)
***(Source: Nielsen ROI Scantrack Value MAT 52 w/e 30th December 2012 – excluding Dunnes & Discounters)
****(Source: Millward Brown Brand Equity & Advertising Tracker 2012)

TakeAway

A tasty takeaway

According to Nielsen Global Consumer Confidence survey***** 63% of consumers are planning to cut down on takeaways in order to save on household expenses. Chicago Town Takeaway is the perfect solution for those not willing to compromise on quality but who are looking for that special treat without the heavy price tag. Voted number one versus Domino’s and Pizza Hut in an independent blind taste test******, Chicago Town continues to be a firm family favourite in almost half a million households. Now famous for its fresh dough base that rises in the oven and real takeaway taste, Chicago Town Takeaway is worth €5.3m, with three Chicago Town Takeaways sold every minute in Ireland***. The innovative sauce stuffed crust pizza is available in four flavours, Pepperoni, Cheese, New Yorker and Limited Edition. Chicago Town Takeaway Pepperoni is the number one takeaway style pizza within the convenience channel. 2012 saw the launch of Chicago Town Classic Thin Crust in two flavours – Cheese & Tomato and Chicken & Bacon Melt.

Chicago Town Deep Dish is Ireland’s number one snacking pizza***, with flavours such as Cheese, Pepperoni, and Meat Combo available and full of taste from brim to base.

Chicago Town will be supported by a heavyweight marketing campaign and in-store promotional activity. For more information, visit www.chicagotown.com and www.facebook.com/chicagotown.

***(Source: Nielsen ROI Scantrack Value MAT 52 w/e 30 December 2012 – excluding Dunnes and discounters)
*****(Source: Global Nielsen Consumer Confidence Survey, Q3 2012)
******(Source: Independent blind test across eight flavours)

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