Chicago Town has embarked on a major innovation push – adding seven “trend-led” products to its lineup.
It has added new “premium” tiers to its Takeaway and Deep Dish ranges.
A new Takeaway Weekender tier will debut with two topping choices: Salt & Pepper Chicken and Philly Cheesesteak (rsp: £5.73).
Deep Dish The Ultimate One, meanwhile, will launch with two non-HFSS flavours: Chilli Pepper Crust with Picante Nduja and Black Pepper Crust with Peppered Cheesesteak (rsp: £3.05).
The brand is also adding a new Crispy Chicago Thin base, which will debut with two choices of toppings: Loaded Cheese and Sausage ‘N’ Pepperoni (rsp: £5.19).
Finally, it is adding a “super-tasty” side: Tiger Crust Cheesy Garlic Bread (rsp: £2.50).
The new launches were set to keep Chicago Town “front of mind for consumers” as they looked to “tighten their belts… without compromising on great pizza taste”, the brand said.
Weekender delivered “all the indulgence and taste of a takeout… at a fraction of the price”, while The Ultimate One was “aimed at younger consumers who look for interesting and special ingredients”.
Chicago Town head of marketing Paula Wyatt said innovation was “crucial to our brand growth strategy”.
This was “our most ambitious programme of new products in some time, bringing first to the frozen category flavours like Nduja, Philly Cheesesteak and Salt and Pepper Chicken”, she added.
Consumers were “discovering that frozen food offers outstanding quality, great value and now more than ever can help manage household budgets”, said Wyatt, adding the brand’s aim was to “convince more and more pizza lovers to look to frozen”.
The launches will be supported by a “heavyweight” campaign – including TV advertising, out-of-home, digital and shopper marketing – which will take the brand’s overall marketing spend to £3.7m in 2022.
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