Dr. Oetker has launched its eighth Ristorante variety, after consumer demand has been levied at the business to add a new vegetarian pizza to their range.
Ristorante Vegetale launched in Tesco on 23 July – the listing is exclusive for two months before being extended to other multiples.
The pizza manufacturer claims no successful innovation has been introduced into the vegetable pizza category since its Vegetale Picante variety was withdrawn in 2009.
Prior to Vegetale Piccante being withdrawn, the vegetable frozen pizza category was worth £6.5m.
It’s currently valued is £4.3m and Dr. Oetker attributes this decline directly to their withdrawal.
It believes that the increased strength of the Ristorante brand (currently worth £47.2m) will begin to recoup this shortfall.
Vegetale extends the existing Ristorante range of vegetarian pizzas (Funghi and Mozzarella) and offers a further choice in the menu of options, featuring the balance of rich tomatoes, mixed peppers, chillies and red onion.
Dr. Oetker will be supporting the new launch with shopper marketing.
This is in addition to the investment in TV for the brand in April 2012, where Dr. Oetker confidently asked consumers: “Is this the best pizzeria taste this side of Naples?” offering Best Pizzeria Taste and offering it for free if it doesn’t meet their expectations.
The best pizzeria taste guarantee came following research which identified that consumers recognise the crust and the balance of toppings are characteristics specifically associated to Ristorante pizzas.