Simon Mowbray
German food giant Dr Oetker is continuing its assault on the British market by expanding its range of frozen pizzas.
The move has added to speculation the company may now be preparing to diversify into other sectors of UK grocery. One supermarket buyer said: "They are doing incredibly well as a newcomer into frozen pizza. As a big manufacturer with such a great pedigree, I would expect them to break into new categories soon." The Grocer exclusively revealed in March how the manufacturer, one of Germany's biggest companies, had decided to target the UK market for the first time. Launching a range of four pizzas, the desserts to seafood producer backed them with a £5m TV campaign.
Information Resources figures to October 7 show sales have already topped £7.6m, making Dr Oetker the fifth biggest frozen pizza brand in the market and putting it ahead of the likes of Heinz.
The five new additions, rolling out to stores next week, include a vegetable-based offering, four cheeses, and what the company claims is the UK's first frozen calzone, a thin-based folded pizza.
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German food giant Dr Oetker is continuing its assault on the British market by expanding its range of frozen pizzas.
The move has added to speculation the company may now be preparing to diversify into other sectors of UK grocery. One supermarket buyer said: "They are doing incredibly well as a newcomer into frozen pizza. As a big manufacturer with such a great pedigree, I would expect them to break into new categories soon." The Grocer exclusively revealed in March how the manufacturer, one of Germany's biggest companies, had decided to target the UK market for the first time. Launching a range of four pizzas, the desserts to seafood producer backed them with a £5m TV campaign.
Information Resources figures to October 7 show sales have already topped £7.6m, making Dr Oetker the fifth biggest frozen pizza brand in the market and putting it ahead of the likes of Heinz.
The five new additions, rolling out to stores next week, include a vegetable-based offering, four cheeses, and what the company claims is the UK's first frozen calzone, a thin-based folded pizza.
{{MARKETING }}
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