DIY pizza hits shelves
A new do-it-yourself pizza kit sees dairy specialist Highgrove Food Distribution attempt to enter the chilled ready meal category.
Customers will be able to make up their own pizzas using the supplied dough, tomato sauce and cheese and can customise with whatever toppings they wish, according to Talking Retail.
Highgrove has set up a new brand – Big Dom’s – to market the product and expects it to be a hit with children.
Managing director Keith Collins said: “The Big Dom’s pizza kit is a great concept. With consumers feeling the pinch, it will give them the option to make up their favourite pizzas at home rather than order expensive takeaways.”
The pizzas, which will be on sale in Tesco, are expected to feed four people and will cost £2.99.
A study by Which? today showed that a takeaway pizza contains more saturated fat than a woman’s recommended daily allowance.
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