Pizza Express has unveiled the “biggest ever” revamp of its chilled pizza range as it looks to push more customers towards its retail offerings.
According to The Grocer, the overhaul is being introduced as part of its ‘Icons’ series, which includes the new ‘Restaurant Favourites’ range that offers 11-inch pizzas with refreshed packaging.
It will also be backed by the Pizza company’s biggest retail marketing push to date.
The pizzas in the range include: Margherita Formaggi, Pollo ad Astra, La Reine, American Hot, Hawaiian and Pollo American.
Additionally, the ‘Icons’ pizzas will be sold for £5.50 per pizza, while the Restaurant Favourites will cost £6.
The Icons pizzas are the brand’s nine-inch American, Margherita and Sloppy Giuseppe SKUs. They had been tweaked to “be closer to the restaurant recipe”, Pizza Express said.
Meanwhile, the higher tier of Restaurant Favourites used “restaurant-quality ingredients” and would “bring customer favourites to the supermarket shelves”.
It comes at a time when sales of chilled pizzas are up 9.5% to £716m, according to retail analysts Kantar. However, frozen is growing at a faster rate, with value up 17.8% to £664m.
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To coincide with the launch, Pizza Express has overhauled packaging on all of its 45-strong range of supermarket products, which includes pizzas, dough balls and salad dressings.
Pizza Express’ retail director Rich Mills told The Grocer: “Transforming the range offers our customers clearer choice and better quality – with premium ingredients used throughout that are closer than ever to our restaurant recipes.”
The news comes as Aldi is to launch a new Domino’s inspired pizza range alongside its first ever pizza home delivery service.
