2009 turned out to be a good year for the frozen pizza market. The latest figures show the UK to be in growth up 3.6% YOY valued at £375m. And, it’s particularly good news for the Chicago Town brand, now top of the category for the first time in over seven years, up 22.1% with a market share by value of 23.7%.
The Chicago Town Deep Dish is the hero of the portfolio, now worth £47.5m, up 41% YOY with growth driven largely by penetration gains, increased purchase frequency and trip volume. And, 2010 is set to see the brand grow even further.
Its ‘Tuck In’ campaign is set to return to TV screens for the second year, starting January 11 for 10-weeks, followed by a second burst of activity in March to launch an exciting new marketing campaign and on-pack offer.
Following its acquisition of the brand at the start of 2009 Dr. Oetker has invested heavily in improvements to packaging and design, bold and successful marketing campaigns and importantly new product development, which has seen the Chicago Town brand enter new sub-categories.
Jan McKee, Marketing Director at Dr. Oetker Fraozen: “2009 was an incredible year for Chicago Town. A lot of hard work went into improving existing product and developing the range to ensure all eating occasions were catered for. However, 2010 is about putting those learnings into practice with BIGGER, BETTER and BOLDER plans to ensure we retain our market edge.
With such a strong year for both Chicago Town and Ristorante under its belt, Dr. Oetker is sending a clear message to the market that it intends to drive the category – bold plans for 2010 will ensure the lead over rival manufacturers is maintained. With four of the top six sub brands in the category representing a 35.4%* value share of the market, Dr.Oetker is certainly the one to watch.
Source: Chicago Town
