La vita è bella

Dr. Oetker’s Ristorante is Ireland’s second biggest-selling pizza in terms of volume sales, with a recipe to suit all tastes
Dr. Oetker’s Ristorante is Ireland’s second biggest-selling pizza in terms of volume sales, with a recipe to suit all tastes

Italian food is one category benefiting from the downturn. Convenient restaurant quality food doesn’t come any handier or tastier than a pizza or bolognese.


Brand Central

12 October 2009

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Despite tough market conditions, research by Mintel shows a third (37%) of over 400 sectors monitored are re-forecast to grow this year, and Italian food is one of those set to benefit.

The analyst writes: “Forecasting also reveals a reinvigorated affinity for Italian food as this quick and convenient food sector is predicted to grow in 2009.”

Similarly, in contrast to the decline in sales of other ready meal sectors, Italian ready meals have increased in value between 2003 and 2008, and value growth within the market has largely been driven by consumer demand for enhanced quality and flavour.

With premiumisation and provenance continuing to prove influential, consumers are increasingly looking for restaurant-quality products such as cooking sauces and pizzas to enjoy at home.

Accordingly, Dr Oetker’s restaurant-like pizza range Ristorante has enjoyed 22% year-on-year growth, bucking the downward trend across other categories, and has increased its penetration to 26%. Consumers have responded to its authentic format and range, which offers classic and different varieties to suit all needs in the frozen pizza segment.

Likewise, Roma has responded to the trend for premiumisation and authenticity, rolling out a new image to strengthen its genuine Mediterranean proposition across its 80 Italian products. And it will be increasing its range in the near future to drive the category even further and generate excitement for the at-home dining occasion.

A slice of success

The Ristorante pizza range from Dr. Oetker has become extraordinarily popular with consumers all over Ireland, and now more than ever as sales buck the global trend to grow an impressive 22% year-on-year (AC Nielsen Scantrack August 2009), increasing penetration from 17% to 26% (TNS June 2009).

Inspired by authentic Italian recipes and quality ingredients, Dr. Oetker Ristorante offers a real pizzeria taste, with a thin and crispy base and various popular toppings, such as basil scented Mozzarella and spicy Pepperoni Salame Piccante.

“Cost-conscious Irish consumers are opting for quality frozen pizza rather than the expensive take-away option,” says Keith Farrell, marketing manager of Dr. Oetker Ireland. “With a flavour to suit everyone delivered to pizzeria standards, Ristorante is now at the top of shopping lists nationwide, moving the brand to the second biggest pizza in terms of volume,” he added.

Its success is backed by strong support from Dr. Oetker throughout 2009. Its comprehensive marketing programme includes a television advertising campaign that has put Ristorante “at the top of pizza spend.” In addition to this, a heavyweight nationwide in-store sampling programme provides the consumer with multiple opportunities to learn about the Ristorante experience.

Leading the way

Established in 1958, Roma is one of Ireland’s leading food brands and with a vast portfolio of 80 products, it’s easy to understand why. Among Roma’s ranges are tinned tomatoes, olive oils, pasta sauces, rice, passatas, purées and antipastos.

2009 was a big year for Roma with the portfolio undergoing a significant packaging refresh, which will showcase the brand’s authentic Mediterranean proposition. With the new look being unveiled on shelf, supporting NPD and marketing activities have been put into place. Roma hopes to continue its success in 2010 with a new website, brand re-launch and a wealth of new products to add to its already impressive portfolio.

Exciting new developments include the new improved-tasting Roma Bolognese sauce and two new frozen pastas which are leading a new product category in store.

Italy comes to Dublin

Well known as importers of fine Italian food and wine, the Little Italy outlet in Smithfield is open to both retail and wholesale customers, supplying all from private kitchens to professional catering operations with authentic Italian products. With private car parking available and a convenient location on the Luas line, Little Italy is a “treasure trove of culinary delights” waiting to be explored in the heart of Dublin.

Its vast range includes: Lavazza Coffee, Sanpellegrino Mineral Water, Redoro Olive Oils, Bauli Confectionery, Amaretti di Saronno Biscuits, Tarall’oro Pasta, Scotti Arborio Rice, Ista Preserved Vegetables, La Bella San Marzano Peeled Tomatoes, and Mionetto Prosecco to list but a small sample.

Little Italy will have hampers available to order this Christmas. It is open to the public from Monday to Friday from 9am to 5pm, and on Saturday from 10am to 1pm.



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