Home baking specialist extends its range with first retail pizza-focused product
The UK’s number one home baking brand Dr. Oetker *(1) has expanded its product portfolio with its first foray into homemade pizza; Dr. Oetker Make Your Own Pizza Kit.
Throughout the pandemic and even in the current cost-of-living crisis, there has been an increase in households creating their own pizzas at home with the occasion growing by 6% over the last 5 years* (2). Pizza making is really bucking the trend of the total savoury baking category, which has declined -14% over the same period. Brits are making more pizza from scratch not only as a fun activity that tastes delicious, but also as a healthier choice as consumers are able to customise to their liking using fresh ingredients.
This new product in the Dr. Oetker range which includes the pizza base mix as well as a tasty tomato pizza sauce, comes following the identification of a gap in the market for a kit that provides a fully ambient solution and can become a cupboard staple in the home.
The kit will create 2 x 10 inch pizza bases where customers can create thin and crispy or deep pan depending on their favourite. The pizza sauce comes in two sachets so consumers can choose to make just one pizza if they’d prefer and they can top their pizza however they like – there’s even a tip on the back of pack to show how to make a stuffed crust!
Quick and easy to use, all you need to do is add water and oil, spread the pizza sauce then start adding fresh toppings of your choice, offering customers the opportunity to create their own personalised pizzas. This new kit is perfect for using as an activity with kids to make their own personal portions, or even for adults looking for a fun date night idea with their partner or friends as well as a cheaper takeaway solution.
The kit is fully HFSS compliant and comes in fully recyclable packaging in line with Dr. Oetker’s aim towards a more sustainable future.
Dr. Oetker Make Your Own Pizza Kit (MRRP: £3.00) is currently available in Tesco and Ocado and will be available in Sainsbury’s and Morrisons from September 2023.
Jen Johnson, Head of Marketing, Cake & Dessert at Dr. Oetker UK, said: “The Make Your Own Pizza Kit is a fantastic addition to our baking range as it is a sector we have never explored before, and we’re always looking for new ways to offer our customers something fresh and exciting.
“Data shows that homemade pizza over indexes on taste, filling varieties and ease, and many turn to homemade pizza as a healthier alternative*. Not only is the kit simple to use, it is also incredibly versatile, offering customers the opportunity to get creative, designing countless tasty pizza varieties, plus it makes for a fantastically fun activity.
“With this being our first ever savoury product within home baking, we can’t wait for it to hit the shelves. We’re sure it’s going to be a firm favourite with both kids and adults alike, and we’re excited to see the recipes that they create when adding their own personal touch through ingredients and toppings.”
For more information on Dr. Oetker Baking please visit www.oetker.co.uk.
* Kantar, Usage Panel, Homemade Pizza, Millions of occasions 52 w/ending 14th May 2023 5Y MAT
* Kantar, Usage Panel, Homemade Pizza, Total Pizza, Total Foods, Needs, Servings % 52 w/ending 14th May 2023
*Kantar, Usage Panel, Homemade Pizza, Total Pizza, Total Foods, Needs, Servings % 52 w/ending 14th May 2023
* Source: Circana 52w/e 17th June 2023 Value Share of Total Market Cake Decorations, Ingredients and Sweet Mixes
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