That’s amore!

Dr. Oetker’s frozen pizza ranges aim to cater for every consumer need, from sharing at-home dining occasions to small individual meals
Dr. Oetker’s frozen pizza ranges aim to cater for every consumer need, from sharing at-home dining occasions to small individual meals

As staying in has become the new going out, pizza has become a popular choice, offering convenience and value - all topped off with an authentic restaurant taste


Brand Central

10 June 2009

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In March 2007, Mintel reported: “The pizza market is showing strong growth, of 6% over the last year, driven by the performance of the chilled sector. Pizza has traditionally been seen as a convenient, quick to cook and easy to clean up option.” Since last year however, with the onset of economic decline, certain categories within chilled packaged foods experienced a slow-down in line with the general tightening of consumer discretionary spend. Although convenience remains an important driver among Irish consumers, it was inevitable that the reduction in spend and the greater need for value would impact on consumer choices.

Pizza, on the other hand, has shown resilience in this changing market and continues to perform relatively well. Its ease-of-use and self-contained nature make it an undeniably convenient product, while its potential value for money as a meal option has also ensured it remains popular with more cash-strapped consumers.

While value is an important factor where the frozen category in particular is concerned, the increase in at-home dining occasions has created great scope for more indulgent pizza products also. With the advent of staying in becoming the new going out, many consumers are now opting for a pizza and bottle of wine at home in place of going to a restaurant, and great strides in product development in pizza have answered many consumer needs, from health to premium ingredients and different recipes.

Restaurant quality pizza at home

Dr. Oetker has established a reputation for high quality products that are made with the best of ingredients. The range of pizzas under the Dr. Oetker brand offers something to suit every consumer need; from enjoying restaurant quality with Ristorante, having a small meal with Bistro, or sharing genuine American take-away pizza taste with Chicago Town.

Inspired by authentic Italian recipes, Dr. Oetker Ristorante offers a true pizzeria taste with an authentic thin and crispy base, and a variety of authentic toppings. Ready in just 10 to 12 minutes, Ristorante is the perfect solution for the consumer with an appreciation for quality and convenience.

Dr. Oetker Ristorante offers a wide range of varieties to suit all tastes so everyone can have their favourite. Salame is a delicious new flavour from Dr. Oetker Ristorante and is certain to be a favourite among meat lovers.

Dr. Oetker’s Bistro range of authentic baguettes is also very popular and just as easy to prepare. Crunchy on the outside and soft on the inside with a range of tasty toppings also, Bistro Baguettes are extremely convenient and are perfect for the whole family at any occasion.

A pizza success

In 2004, entrepreneur and chef David Flynn took his business acumen and love of cooking with simple natural ingredients and set up The Alternative Pizza Company; an Irish artisan producer of handmade pizzas based in Cork. Although many may not have thought of pizza as an area for innovation at the time, Flynn saw a gap in the market for high quality frozen pizzas made with natural ingredients, to challenge the commonly held negative perception of the traditional frozen pizza i.e. a thick doughy base and sparse toppings.

Targeting retailers in Ireland and the UK, The Alternative Pizza Company launched its 100% natural range of premium handmade pizzas, including unique recipes such as Organic Smoked Salmon and Fennel, Four Irish Cheeses, Bacon and Cabbage, and Black Pudding and Provencale Sauce. The base was thin and crisp, the toppings were generous and the products contained no artificial additives whatsoever.

The company got its first big break in the UK when it became listed at Fresh & Wild, the Whole Foods-owned chain, which proved a perfect platform for its healthy and premium-positioned pizzas. By 2007, its products were listed at the food hall of the venerable Harrods in London, confirming its place as the ultimate high-end pie maker. By the end of 2006, The Alternative Pizza company was turning over a cool €1.1million, no less than 200% growth on its previous year, and with no intention of slowing there.

With the top five frozen pizza brands in Ireland holding over 90% of the market between them, Flynn and company saw there was plenty of scope for expansion at home. They invested in NPD to develop the range, including the production of a gluten free pizza and spelt pizza; two recipes specifically targeting the health conscious audience. 

Today, The Alternative Pizza Company’s frozen handmade pizzas are listed by all of Ireland’s major symbol groups as well as Superquinn and Dunnes Stores. 

Chicago Town is the most recent addition to the Dr. Oetker brand portfolio. The Chicago Town Deep-Dish is a unique deep-dish pizza that holds all of the toppings, ensuring each bite is full of taste from brim to base. Chicago Town Take Away has a unique fresh dough base, which rises in the oven and has a sauce stuffed crust. The Take Away pizza is perfect for sharing on any night in.



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