UK: Pizza Express enters frozen sector

Pizza Express, the UK-based restaurant chain serving Italian-style food, is entering the frozen foods space with the launch of a new range of products.

The products will be under the name Pizza Express Artisana and will consist of five pizzas, three ready means and three gelatos desserts. The five pizzas are Caprina, Pomodoro Pesto, Pepperoni Doppio, Hawaiian and Tripolene Bolognese, while the ready meal line comes in the varieties Prawn Linguine, Baked Melanzane and Tripolene Bolognese. The Artisana Gelato range comprises the varieties Chocolate Fudge Cake Gelato, Sicilian Lemon Ripple Gelato and Tiramisu Gelato.

While the Pizza Express brand is already represented in the retail space with a chilled range, the new lines are said to be the company’s first foray into frozen food sector. They will be sold exclusively at frozen food specialist Iceland, with pizza’s priced at £5 ($6.70) each.

Commenting on the launch Pizza Express commercial controller Matt Ward 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”.

Source: KamCity