PizzaExpress Moving Into Frozen Food Category

PizzaExpress is set to launch a new range of products specifically designed for the frozen food market, which will be sold exclusively at Iceland.

The Artisana range, a first for the brand, includes five pizzas, three ready meals and three gelatos deserts. It will be the brands first foray into the frozen aisles and complements its existing ‘At Home’ chilled and ambient ranges of pizzas, dough balls and dressings.

The company said the range “celebrates PizzaExpress’ quality with generous recipes which have been carefully crafted and then frozen to capture their freshness and flavour to enjoy at home.”

The five pizzas in the range are Caprina, Pomodoro Pesto, Pepperoni Doppio, Hawaiian, and Tripolene Bolognese. Meanwhile, the ready meals are Prawn Linguine, BakedMelanzane, and Tripolene Bolognese, whilst the Artisana Gelato range includes Chocolate Fudge Cake Gelato, Sicilian Lemon Ripple Gelato and Tiramisu Gelato.

Matt Ward, Commercial Controller at PizzaExpress 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 launch will be supported with two bursts of TV advertising, full page press adverts and door drops to current Iceland customers as part of their ‘power of frozen’ campaign.

The products will go on sale from tomorrow across all Iceland stores. Prices start at £3 for the pizzas and will be available on an initial launch offer of any two for £5.