Thin and crispy frozen pizza brand, Dr. Oetker Ristorante, is exclusively launching five price-marked pack (PMP) variants for convenience retailers.
The pizzas, which comprise Pepperoni-Salame, Funghi, Pollo, Mozzarella and Speciale, all feature the price flash of £3.50 each or two for £5. They launch this month.
The launch follows a recent multimillion-pound refresh of Dr. Oetker Ristorante’s UK packaging and brand proposition. This included a packaging redesign, a new advertising platform called Brighten Your Day, and a £2m marketing campaign, Play It Italian, which marked the brand’s return to TV and video advertising.
A final element of the brand refresh includes an update of the core Ristorante range to ensure that it is compliant with England’s upcoming HFSS requirements. These changes are applicable to the new PMPs, meaning all are HFSS complaint.
Paula Wyatt, Head of Marketing at Dr. Oetker Ristorante, said: “2022 is becoming an even more exciting year for Ristorante, as we bolster the launch of our new Play It Italian brand proposition with this new offer for our partners across convenience store and independent retailers.
“PMPs have played a key role in helping retailers to overcome the misconception that you pay more at convenience, really standing out at the fixture, and helping shoppers in convenience channel to grab a great deal.”
