PizzaExpress has launched a new range of products designed specifically for the frozen market, which will be available exclusively through frozen food retailer Iceland.
The Artisana range – a first for the brand – includes five pizzas, three ready meals and three gelato ice creams. It will be the restaurant chain’s first foray into the frozen food aisle, and complements its existing At Home chilled and ambient ranges of pizzas, dough balls and dressings.
The range celebrates PizzaExpress’ quality with recipes that have been carefully crafted and then frozen to capture both freshness and flavour. Developed using authentic ingredients, they reflect the restaurant-style quality of the PizzaExpress brand, the company said.
The five pizzas in the range, created with a sourdough base, including Caprina – a goat’s cheese, sun-dried tomato and pesto pizza; Pomodoro, which is topped with mozzarella, semi-dried tomatoes, basil and pesto; Pepperoni Doppio with smoky and soft pepperoni; Hawaiian with smoked ham and sweet pineapple chutney; plus Polpette Bolognese, which is topped with roquito peppers, mozzarella and beef meatballs.
In addition, the trio of meals available as part of the range were created by PizzaExpress, inspired by the meals available in its restaurants.
They consist of king prawn linguine pasta with cherry tomatoes in a white wine, garlic and chilli sauce; baked melanzane with layers of aubergine, cheese and béchamel sauce; plus tripoline Bolognese, with minced beef, red wine and mushrooms in a ragu sauce, served with tripoline pasta.
The range of Artisana gelato flavours includes chocolate fudge cake, Sicilian lemon ripple and tiramisu.
PizzaExpress commercial controller Matt Ward said: “We’re really excited to launch this new frozen range with Iceland. We’ve had great success with our current chilled range and moving into the frozen category allows us to cater for more customer needs.
“We’ve recognised the opportunity to raise the bar on quality in the frozen category, while complementing our existing chilled proposition, and by merchandising the frozen range together we are also allowing the customer to enjoy a complete meal experience at home.”
The range will launch across all Iceland stores UK-wide today, supported by two bursts of TV advertising, full-page media adverts and door drops to current Iceland customers as part of their Power of Frozen campaign. The pizzas will retail from £3, with an initial launch offer of any two for £5.
© FoodBev Media Ltd 2022
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