Heinz is bringing out a Pizza-Pleasure range of "adult-focused" frozen pizzas, and backing it with £10m ­ the biggest spend in the frozen and chilled arena this year. John Hendy, marketing manager, frozen and chilled, said most frozen pizzas were consumed by children and teenagers. "That means adults are buying it but not eating it," he said. Their pizza eating is based on restaurants or delivery and those areas are growing, whereas frozen main meal pizzas are declining. We could see there was something wrong." The new Heinz range aims for "restaurant quality" and consists of 9" main meal frozen pizzas with a crispy base. Toppings are Ultimate Pepperoni Feast and Fire Roasted Vegetables (both at rsp £2.39) and Cheese Supreme, Hawaiian and Supreme (all rsp £2.19). Marketing support runs for the next 12 months and includes two bursts of television advertising in October and in February next year as well as press ads from the New Year. Sampling activity will target 400,000 consumers, with a roadshow visiting retailer car parks and shopping centres. Heinz will also aim to win over shoppers with trial offers in store. {{MARKETING - P&P }}

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