Chicago Town has added seven new products to its range of Chicago-inspired pizzas which feature new trend-led flavour combinations, new bases and new premium toppings.
First up, the frozen pizza brand has introduced ‘premium tiers’ to its Takeaway and Deep Dish ranges. New to Takeaway, the ‘Weekender’ delivers all the indulgence and taste of a takeout with two new, first-to-frozen topping choices, Salt & Pepper Chicken and Philly Cheesesteak. Both RSP at £5.73.
New to Deep Dish, ‘The Ultimate One’ offers two new flavour choices aimed at younger consumers looking for interesting and special ingredients. Besides new toppings, both products – Chilli Pepper Crust with Picante Nduja, and Black Pepper Crust with Peppered Cheesesteak – offered flavoured crusts, are HFSS-compliant and have a £3.05 RSP.
Inspired by ‘Tavern Style’, a favourite in the city of Chicago, the brand has launched an entire new range of sharing pizzas with super-thin and crispy bases. The ‘Crispy Chicago Thin’ is said to be much thinner than anything else on the market, and is covered from edge to edge with indulgent toppings. The range has a £5.19 RSP and rolls out in two variants: Loaded Cheese and Sausage ‘N’ Pepperoni.
Finally, Chicago Town has also launched a new indulgent side dish. Tiger Crust Cheesy Garlic Bread features the brand’s Tiger Crust base and is topped with garlic sauce, mozzarella and cheddar. It RSPs at £2.50.
The new products will be supported by a heavyweight marketing campaign which will see Chicago Town invest £3.7m in 2022. The brand will be back on TV in the fourth quarter of the year, focused on football spots to link into ‘Weekend Together’ treat occasions. This comes in addition to video-on-demand, out-of-home, digital, shopper marketing, PR and commercial partnership campaigns.
Head of Marketing for Chicago Town, Paula Wyatt, said innovation was “crucial” to the brand’s growth strategy.
She added: “We regularly send our entire team to Chicago to gather first-hand insight and pull in pizza experts. This has allowed us to deliver our most ambitious programme of new products in some time, bringing first-to-the-frozen category flavours like Nduja, Philly Cheesesteak, and Salt & Pepper Chicken.”
