PizzaExpress has teamed up with retailer Iceland to launch its first frozen range.
According to MCA’s sister title The Grocer, the new 11-strong Artisana line-up will roll out exclusively to all Iceland stores today.
The new launch marks the company’s fast-moving consumer goods (FMCG) entrance into the ready meal and gelato categories, and sees it produce pizzas with a sourdough base – which freezes better than a regular bread base, for the first time.
Pizza Express commercial controller Matt Ward told The Grocer. “A real strength of Iceland is its ability to bring a brand to market and represent it really well.”
Artisana is a collection of five pizzas (Caprina, Pomodoro Pesto, Pepperoni Doppio, Hawaiian and Polpette Bolognese), three meals (Prawn Linguine, Baked Melanzane and Tripolene Bolognese), and a trio of gelato (Chocolate Fudge Cake Gelato, Sicilian Lemon Ripple Gelato and Tiramisu Gelato). Rsps start at £3 for a pizza.
It represents a “big move” for Pizza Express “into areas where we don’t currently operate”, said Ward. It aims to satisfy a different customer need from that served by the brand’s chilled portfolio. “Frozen is very much about filling your freezer for future, unspecified occasions; chilled is a shorter purchase-to-consumption curve.”