Chicago Town has announced the introduction of seven new products to its range.
The brand is introducing ‘premium tiers’ to its Takeaway and Deep Dish ranges. New to Takeaway, the ‘Weekender’ offers two variants: Salt & Pepper Chicken and Philly Cheesesteak.
Now added to the Deep Dish range, ‘The Ultimate One’ also has two new flavours: Chilli Pepper Crust with Picante Nduja and Black Pepper Crust with Peppered Cheesesteak, both of which are HFSS compliant.
The frozen pizza brand is launching an entire new range – a pizza with an innovative super thin and crispy base. Inspired by ‘Tavern Style’, a local favourite in Chicago, the unique ‘Crispy Chicago Thin’ comes in Loaded Cheese or Sausage ‘N’ Pepperoni.
The brand has also introduced new Tiger Crust Cheesy Garlic Bread.
The new innovations will be supported by a heavy-weight marketing campaign which will see Chicago Town invest £3.7M in 2022. The brand will be back on TV in Q4, focused on football spots to link into the weekend together treat occasions. In addition, VOD, out of home spanning major cities, digital, shopper marketing, PR and commercial partnership campaigns will see the personality led brand dominate the frozen pizza category.
Head of marketing for Chicago Town, Paula Wyatt said: “Innovation is crucial to our brand growth strategy. We know that consumers are really motivated by ‘new’ and look to Chicago Town for exciting new pizza experiences.
“We’ve invested heavily into research, we regularly send our entire team to Chicago to gather first-hand insight and pull in pizza experts. This has allowed us to deliver our most ambitious programme of new products in some time, bringing first to the frozen category flavours like Nduja, Philly Cheesesteak and Salt and Pepper Chicken.
“We know more and more consumers are discovering that frozen food offers outstanding quality, great value and now more than ever can help manage household budgets. Our aim is convince more and more pizza lovers to look to frozen.”
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