The Freiberger Group, a German-based food manufacturer, is launching its first UK brand with the arrival of Craft Pizza in Tesco.
The new range comprises six products across three base styles: Pinsa, Takeaway, and Thin. The Pinsa delivers a light, airy texture, and will be available in Cheese and Garlic and Meatball Marinara flavours. The Takeaway style offers a stone-baked pizza base with topping options of Cheese Feast and Mac & Cheese. Meanwhile, the thin base is available in Meat Feast and Spicy Chicken.
Craft Pizza’s RRPs start from £2.50, with initial Clubcard promo prices starting from £2.50.
Rolling out in 450 Tesco stores from today, the new premium frozen pizza range aims to “shake up the frozen category and challenge perceptions of what frozen food can deliver”.
Craft Pizza marks Freiberger’s first UK brand launch after nearly 50 years of producing pizzas and other convenience food products predominantly for supermarket own-brand ranges. The group is now Europe’s largest manufacturer of own-brand frozen pizzas, snacks and pasta products.
James Nice, Key Account Manager at Freiberger UK, said: “We’ve launched Craft Pizza in the UK with the firm belief that frozen doesn’t have to mean compromise. With almost 50 years of experience in pizza making, we at Freiberger have perfected our recipes that deliver the taste, texture and quality of a fresh restaurant pizza, straight from your freezer.
“As we see more consumers seeking affordable, convenient, and delicious meals, frozen is finally getting the recognition it deserves. With consumers increasingly embracing frozen for its environmental and nutritional benefits, combined with our decades of expertise behind us, we’re confident this new launch will lead the way in innovation in the UK pizza market.”
