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News & Events / INTRODUCING THE ULTIMATE CHOC-O-LICIOUS TREAT


INTRODUCING THE ULTIMATE CHOC-O-LICIOUS TREAT

THE UK’S NUMBER ONE FROZEN PIZZA BRAND EXPANDS INTO THE DESSERT MARKET WITH LAUNCH OF CHOCOLATE PIZZA

Chicago Town, The UK’s favourite frozen pizza brand, from leading manufacturer Dr. Oetker, is sweetening its offering with the launch of its brand new Limited Edition Chocolate Dessert Pizza.

The indulgent Dessert Pizza includes a chocolate dough base, a first for the market, and includes a variety of milk, dark and white chocolate toppings for the ultimate chocolate hit.

Targeting the Big Night In sharing market and core family occasions, the new product will be backed by PR and social support and in store shopper activation.

The limited edition product will launch in Iceland Warehouse and Tesco during September and will be rolled out across other major supermarkets, both in store and online, throughout October and November.

Richard Cooper, Senior Brand Manager for Chicago Town at Dr. Oetker, said: “We’re excited to be expanding Chicago Town into the dessert market.

“The chocolate dough base and indulgent chocolate toppings makes it unique to both the dessert and pizza categories. This launch is a great example of consumer led innovation which will be key to driving incremental category growth.

“It’s a natural extension to our pizza range and supports the big night in treat occasion. The limited edition packaging will stand out in freezers and make Chicago Town the obvious choice for frozen pizza fans looking to satisfy their sweet tooth.”

Chicago Town recently brought its ‘Ultimate Pizza Hit’ credentials to life with a brand new masterbrand campaign, TV creative and through the line marketing plan representing an investment of over £5.5m for 2016.

Chicago Town continues to invest and drive innovation in the hugely competitive category. The advertisement supported the launch of seven new products, which launched in March of this year, including Takeaway Pulled Beef Brisket, Takeaway American Hot, Takeaway Medium Pulled Cajun Chicken, Deep Dish Mega Meaty, Deep Dish Meatball Melt as well as Pizza Melt BBQ Chicken.