Cold hard cash
Three Chicago Town Takeaway pizzas are sold in Ireland every minute
Ireland's frozen food market is currently worth almost €208m* (AC Nielsen MAT 25th Dec/11). A huge hit with consumers, this translates into profits for retailers
Print14 February 2012
At a glance: Frozen foods
- Birds Eye maintained its position in 2011 as the number one frozen food brand in Ireland with 17.2% value share (AC Nielsen MAT 25th Dec/11).
- The frozen pizza market in Ireland is currently worth €51.7m
- The frozen ready meal market is valued at €15m (Source: TNS Nov 2011)
- Birds Eye has 21% market share of the ready meals sector
- Birds Eye was the number one advertiser in frozen food in 2011 and continuously aims to drive consumers to the frozen section
- Chicago Town from Dr Oetker is the number two frozen pizza brand in Ireland
- McCain continues to be the clear leader in frozen potato with a value share of 43.6%.Dr Oetker has a product for every occassion
The frozen pizza market in Ireland is currently worth €51.7m (excl Dunnes and discounters) and growing at 1% in value and 3.4% in volume* year on year. Frozen pizza was the number one frozen food product according to the 2011 FMI survey for ShelfLife** and remains a key growth category for retailers.
According to Dr. Oetker there are four distinct pizza occasions: the everyday family favourite occasion, consumers who like to dine in, consumers who want a pizza for that sharing occasion with friends but don’t want to have to pay takeout prices and consumers who just want a quick and tasty, convenient meal. There is a Dr. Oetker product suited to all these occasions.
Chicago Town is the number two frozen pizza brand in Ireland and continues to be a firm family favourite in over half a million households.
Three Chicago Town Takeaway pizzas are sold in Ireland every minute
At the heart of Chicago Town’s phenomenal success is Chicago Town Takeaway, boosted by a series of limited editions and special on-pack promotions. Now famous for its fresh dough base that rises in the oven and real takeaway taste, Chicago Town Takeaway is worth €5.1m and no wonder, with three Chicago Town Takeaways sold every minute in Ireland*. With consumers cutting back on takeouts and dining out but still wanting to enjoy the experience, retailers have a huge opportunity to deliver that experience with Chicago Town Takeaway for a fraction of the price. Available in four flavours, Pepperoni, Cheese, Chicken and Limited Edition, this innovative sauce stuffed crust pizza is a must stock item in any freezer. The brand continues to go from strength to strength with Chicago Town Takeaway Pepperoni being the number one pizza within the convenience channel.
Chicago Town Deep Dish is Ireland’s number one snacking pizza*. With flavours such as Cheese, Pepperoni, Ham & Pineapple, Meat Combo, Hot & Spicy and BBQ Chicken available and full of taste from brim to base, Deep Dish is a great convenience product for mums to have on hand for kids looking for a tasty small meal.
In 2012, Chicago Town will be supported with a heavyweight marketing campaign and in store promotional activity.
Check it out at www.chicagotown.com and www.facebook.com/chicagotown
New flavours for Ristorante
Following years of successful growth and now bought by over half a million households, Ristorante by Dr. Oetker, delivers the authentic Italian pizzeria taste and premium quality straight into the homes of Irish consumers.
Inspired by authentic Italian recipes, Ristorante offers a true pizzeria taste with a delightfully thin and crispy base and delicious toppings across its range of seven flavours. With the recent addition of two new flavours – Pepperoni Salame and Vegetale – Ristorante pizza has a flavour to suit all tastes and is as tasty as it is convenient.
Ristorante will be supported in 2012 with a heavyweight TV and press campaign, PR, in store promotional activity, along with a pack refresh.
Casa di Mama
Casa di Mama was recently introduced to Irish consumers and, made with fresh dough that rises for the first time when baked in the oven, it is the ideal tasty and convenient meal for a great family night in, any night of the week. Combining a blend of toppings and a crispy and light crust, Casa di Mama delivers a fresh, Italian home baked pizza experience every time, in just 15 minutes.
With a range including Mozzarella & Pesto, Pepperoni-Salame, Hawaii and Speciale, there is something for all the family to enjoy. Casa di Mama will be supported this year with a heavyweight new TV and digital campaign, PR, sampling and promotional activity.
Get the Bistro flavour at home
Discover the range of authentic baguettes from Bistro by Dr. Oetker, crunchy on the outside and soft on the inside, with toppings inspired by the French
love for food. Suitable as a lunchtime snack or for a casual evening with friends, Bistro is available in Tomato Fromage, Salami or Hawaii flavours.
* Source: Nielsen ROI Scantrack Value MAT 52 w/e 25th December 2011(excluding Dunnes & Discounters)
** Source: FMI Food Survey for ShelfLife 2011
Chicago Town
Birds Eye maintains number one spot for frozen foods
Birds Eye maintained its position in 2011 as the number one frozen food brand in Ireland with 17.2% value share (AC Nielsen MAT 25th Dec/11). This number one position has been driven primarily by huge success in fish and poultry, with Birds Eye continuing to maintain its strength in the peas sector. Birds Eye was the number one advertiser in frozen food in 2011 and continuously aims to drive consumers to the frozen section.
Birds Eye has continued its strong performance in the frozen fish category growing its share from 21% to almost 25% over the past three years (AC Nielsen MAT 25th Dec/11).
This growth has been achieved by a combination of driving core products such as Birds Eye Fish Fingers and launching successful NPD such as the Birds Eye’s Bake to Perfection Range and re-launching into coated fish.
Bake to Perfection a huge success
Since launching in October 2009, the Birds Eye Bake to Perfection range has continued its phenomenal success with +21% value share of the natural fish market (AC Nielsen MAT 25th Dec/11) maintaining its reputation as one of the most successful NPD launches in frozen food over the last three years.
Birds Eye Bake to Perfection is a range of tasty fish fillets and seafood varieties each complimented with the perfect sauce. Each variant comes with two individually wrapped portions and Birds Eye’s innovative packing technology “Bake Perfect bag” prevents the fish from drying out during the cooking process while preventing unwanted aromas.
In 2011 the new cod variant Bake to Perfection Cod with an olive oil, rosemary and tomato sauce was launched. Birds Eye will continue to support the Bake to Perfection range with a new heavyweight TV campaign kicking off in time for the key fish period around Lent.
Birds Eye Fish Fingers continue to be Ireland’s best selling fish fingers with 76% market share (AC Nielsen MAT 25th Dec/11). In 2011 Birds Eye developed a massive on-pack marketing campaign across its fish fingers and coated fish range including TV, online, radio and in-store activation. This hugely successful campaign enabled consumers to collect their very own Clarence Birds Eye bear. Thousands of polar bears have been given a new home to date!
*(MAT AC Nielsen 25th Dec/11)
Birds Eye Waffles
Birds Eye is the number one brand in potato waffles with 79% market share* (AC Nielsen MAT 25th Dec/11) which reinforces its appeal among Irish consumers. More than three in every four packs of waffles purchased are Birds Eye Waffles (AC Nielsen MAT 2011). Birds Eye will be supporting this category within the teatime campaign, which will feature Birds Eye Potato Waffles in early 2012. This will be the first time waffles has been advertised since the 1990s. Birds Eye is the only brand advertising the waffles category, revitalising a true family favourite.
In 2011 Birds Eye launched Birds Eye Mini Waffles. This great value pack contains an average of 10 portions per pack, a great tasty offering for small kids.
In addition Birds Eye Waffles and Birds Eye Mini Waffles are gluten free.
Weight Watchers from Heinz leads in frozen ready meals
The recently launched Weight Watchers from Heinz Lunch Boxes come in two tasty varieties; Creamy Mushroom Rigatoni with Green Peas and Chicken Penne Pasta in a Smokey tomato Sauce
Weight Watchers from Heinz is the undisputed leading brand in the frozen ready meal sector with 31.2% volume share of the total frozen ready meal market which is valued at €15m (Source: TNS Nov 2011). Manufactured in Dundalk, County Louth, the Weight Watchers from Heinz range of frozen ready meals continues to drive the category with convenient meal solutions in both traditional and ethnic varieties.
The Weight Watchers from Heinz frozen ready meal range offers an extensive range of market leading recipes such as Chicken Tikka Masala, Creamy Chicken & Mushroom Pasta and Ocean Pie.
Weight Watchers from Heinz also offers a range of frozen desserts including recipes such as Belgian Eclairs and Double Chocolate Brownies.
The recently launched Weight Watchers from Heinz Lunch Boxes in two tasty varieties, Creamy Mushroom Rigatoni with Green Peas and Chicken Penne Pasta in a Smokey Tomato Sauce, offer tasty, convenient, savoury snacks in five minutes from the microwave, made with high quality ingredients and packed in convenient packaging ideal for lunch or snacking occasions.
All products within the Weight Watchers from Heinz range exclusively feature the Weight Watchers Pro-Points value per serving on pack.
McCain – the king of chips
McCain continues to be the clear leader in frozen potato with a value share of 43.6%. With its 67.7% value share of the frozen oven chip market and a 25.3% value share of the prepared potato market, McCain’s pre-eminence in the fozen potato category continues.
McCain HomeChips, formerly known as McCain HomeFries, is a real family favorite and a must-stock product for any retailer. McCain Rustic Chips with their ‘only 3% fat’ and unique gluten-free proposition are perfectly positioned to cater to consumer on-going interest in healthier options within frozen.
To build on the success of the McCain brand this year, McCain has launched an eye-catching new pack design with a distinctive new brand identity giving structure across its entire frozen potato range. This will be supported with new heavyweight TV advertising, outdoor and in-store POS throughout the year.
Continuing to drive innovation in the category and maximise growing food trends, McCain launched limited-edition Mexican Wedges, adding further growth to the wedges category n
* AC Nielsen Scantrack, 25th Dec 2011
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