The Good Baker: Dr. Oetker rolls out ‘feel good’ pizza brand

Good Baker pizzas

Dr. Oetker has launched The Good Baker, a frozen pizza range that offers healthier ingredients and is also big on sustainability.

The range is made up of four varieties: Margherita; Veggie Mix; Meat-Free Bolognese; and Spinach & Pumpkin Seeds.

All four options are meat-free, fully HFSS compliant, some provide a source of fibre, others provide a source of protein and all feature no artificial flavours, with no added sugar. They all come in fully recyclable packaging, with the box already made from recycled cardboard.

Each stone-baked pizza is built on a thin and crispy base made with long-fermented wholegrain doughs – some additionally with seeds and others with sourdough.

The launch is backed with a million-pound-plus marketing campaign that includes national out-of-home advertising, partnerships, digital support, experiential and in-store activity.

The range has been developed to counter guilt around eating pizza and the notion that healthier ingredients don’t taste as good. It also looks to create more frozen choice for vegans and comes at a time of increased interest in health foods amongst younger shoppers.

Josephine Skinner at The Good Baker commented: “We’ve seen younger shoppers buy into the frozen pizza category much less frequently, with a range of barriers from guilt, quality and sustainability concerns. The Good Baker is designed to challenge some of these long held views, to build the category of the future.”

Good Baker’s pizzas are available now with an RSP of £3.69, apart from Vegan (RSP £4.19).