German food giant Dr Oetker is extending its successful pizza range into snacking. The company, which first stunned supermarket buyers two years ago with a daring assault on the UK market, is launching a hand-held snack called Intermezzo.
Due in freezers by May, the single-serve packs will carry an rsp of £1.29.
Although the manufacturer has yet to confirm any listings, it is likely to find support from the trade after the success of its Pizza Ristorante range.
Launching into the UK in March 2002, Ristorante has exceeded most buyers’ expectations and has become Britain’s third bestselling pizza (The Grocer Top Products Survey, December 13, 2003) with sales in the multiple grocers of
almost £17m, up by 80% on the previous year.
Now the company hopes to build on that performance with Intermezzo. UK MD Peter Franks said: “As with Pizza Ristorante, we are expecting high levels of repeat purchase with Intermezzo and believe the single pack reduces the barrier to initial trial.”
He said the company was planning to embark upon a multimedia campaign to support the launch which would include print and radio advertising.
Due in freezers by May, the single-serve packs will carry an rsp of £1.29.
Although the manufacturer has yet to confirm any listings, it is likely to find support from the trade after the success of its Pizza Ristorante range.
Launching into the UK in March 2002, Ristorante has exceeded most buyers’ expectations and has become Britain’s third bestselling pizza (The Grocer Top Products Survey, December 13, 2003) with sales in the multiple grocers of
almost £17m, up by 80% on the previous year.
Now the company hopes to build on that performance with Intermezzo. UK MD Peter Franks said: “As with Pizza Ristorante, we are expecting high levels of repeat purchase with Intermezzo and believe the single pack reduces the barrier to initial trial.”
He said the company was planning to embark upon a multimedia campaign to support the launch which would include print and radio advertising.
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