Own-label pizza buoyed by NPD flurry

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Own label’s slice of the pizza market continues to increase. It now accounts for 71.8% of value sales – and that share looks set to grow even further as supermarkets commit to innovation in private label and add exciting tertiary offers.

A number of grocers have invested significantly in their own pizza ranges over the past year. Co-op, for instance, launched nine chilled Neapolitan-style pizzas under its premium Irresistible tier in November 2023, while the pick of Iceland’s NPD in January was frozen Peperami Pizza.

In August, Waitrose sought to bring the vibe of hip pizzerias to chillers with its stylish Urban Pizza tertiary brand. It includes the likes of The Big Cheeseburger, which comes with a deep base, and The Carbonara, which boasts a “classic crust”.

That Waitrose launch is bang on trend. “New grocery pizza shoppers are coming into the category via chilled, attracted by own label’s extensive ranges,” says Carol Ratcliffe, NIQ senior insights analyst.

It’s not like supermarkets are giving brands the heave-ho, though. In July, Iceland added an exclusive frozen range from Italpizza, which included the brand’s first-ever Stuffed Crust line and La Numero Uno range.

Early signs are good: the brand has added £1.8m from a standing start.

Tesco has also upped its branded pizza game. In September, the grocer expanded its Crosta & Mollica lineup with chilled pizzas including Fiorentina with mushroom, spinach & creamy garlic, and Regina with prosciutto, mushrooms & mozzarella.

The following month, Zizzi rolled Rustica Sticky Pig Pizza and Rustica Aubergine Parmigiana Pizza into freezers in Tesco and Waitrose.

That retailers are banking on the likes of Crosta & Mollica and Zizzi is worthy of note. Their premium and restaurant-style pizzas tap demand from shoppers trading down from restaurants and takeaways.

Franco Manca is one brand to have benefited from this trend. Its “restaurant-favourite flavour combinations”, such as Halloumi, Chargrilled Peppers & Chilli-Infused Honey, have helped value and volume grow 75% and 74.1% respectively.

Pizza’s powerhouses are also hoping to capitalise on out-of-home replicas. Takeaway Stuffed Crust Magnificent Meat Feast was among the September launches by category leader Chicago Town – backed by a wider £4.5m push aimed at improving the perception of frozen pizza.

Number two brand Goodfella’s is also working to make frozen more appealing. October saw it unveil a sharp new look and improved recipes for core lines – five months after going 100% non-HFSS (see Top Launch, below).

Top Launch 2024

Goodfella’s non-HFSS | Birds Eye UK&I

Goodfellas

In its May 2024 sustainability report, Birds Eye parent company Nomad Foods buried the fact Goodfella’s entire range had been reformulated to be non-HFSS. The supplier ought to have shouted the news from the rafters. That the UK’s second-biggest pizza brand is wholly healthier is a major development. To achieve that feat, the supplier reduced salt levels and increased the fibre in both the bases and sauces. But taste and texture have been entirely unaffected, Birds Eye promises.