Zizzi develops frozen meals brand and invests in NPD

Improvements to the ‘Zizzi at Home’ range started last month (July 2023) after the Italian food brand confirmed it was funding further NPD.

Several product alterations have now been rolled out, including calorie reductions and ratio changes. Additions to the range are planned for later in the year.

The frozen range sold three million units during the first year of being stocked in Tesco, which launched in March 2022, and has been available in Sainsbury’s since 2020.

It now consists of four pizzas, garlic bread options and five pasta meals, with the full range available at Tesco and a limited offering at Sainsbury’s.

The most popular item in Tesco stores was the picante pepperoni pizza, while its plant-based products made up more than 12% of sales.

Managing director Harry Heeley said that the brand was committed to a “raft of NPD and additional listings”​ as it looked to expand its reach.

“We took the step to bring the brand inhouse and move away from a licensed model of production​,” Heeley added.

“We have huge expertise in-house and this is enabling us to strengthen our offer and laser-focus on innovation. Zizzi at Home adds excitement to the frozen aisle and is enticing younger and more affluent shoppers to discover our delicious restaurant-quality meals​.”

Advantage of frozen

All ‘Zizzi at Home’ products are made in-house, and a further tranche of NPD is set to be completed this autumn.

To deliver on this goal, Zizzi has invested in a core team of strategic supply chain project managers, as well as retail experts who are responsible for product development, commercial relationships, marketing and supply chain.

“Restaurant-branded pizzas are common in the chilled aisle, but less well known in frozen,”​ Heeley said.

“Frozen pizza delivers a much better eating experience as the base stays crispy and doesn’t suffer from sogginess. We have worked hard to produce a range that delivers the unique Zizzi experience that we are famous for​.”

In other news, allplants is using AI to challenge perceptions of ready meals​​.