The Urban Pizza Range is a New Private Label Offering at Waitrose
Michael Hemsworth — August 12, 2024 — Lifestyle
The Urban Pizza range is a new lineup of private label takeout-inspired products arriving at Waitrose in the UK to provide consumers with a lower cost way to enjoy the high-quality flavor of takeaway pizza.
The product range includes four pizzas alongside four classic sides and two dipping sauces, which are all crafted to emulate what one might find at eateries in urban areas. The pizzas include The Big Cheeseburger, The Carbonara, The Pepperoni and The Margherita, while the sides include mac and cheese bites, garlic flatbread, garlic dough balls and mozzarella sticks. The dipping sauces come in classic hot sauce and garlic flavors.
Senior Development Chef at Waitrose Zoe Simons spoke on the Urban Pizza range saying, "The urban pizza scene is booming with restaurants opening all around the world, so we wanted to give our customers the same great taste and trends at home. Designed with sharing in mind, customers will be able to pick up a whole feast to bring family and friends together for a weekend treat."
The product range includes four pizzas alongside four classic sides and two dipping sauces, which are all crafted to emulate what one might find at eateries in urban areas. The pizzas include The Big Cheeseburger, The Carbonara, The Pepperoni and The Margherita, while the sides include mac and cheese bites, garlic flatbread, garlic dough balls and mozzarella sticks. The dipping sauces come in classic hot sauce and garlic flavors.
Senior Development Chef at Waitrose Zoe Simons spoke on the Urban Pizza range saying, "The urban pizza scene is booming with restaurants opening all around the world, so we wanted to give our customers the same great taste and trends at home. Designed with sharing in mind, customers will be able to pick up a whole feast to bring family and friends together for a weekend treat."
Trend Themes
1. Takeout-inspired Frozen Pizza - These products mimic the taste and presentation of popular takeout pizzerias while offering the convenience of at-home preparation.
2. Gourmet Private Label Foods - High-quality, store-branded offerings enable retailers to compete directly with local restaurants by providing gourmet experiences at a lower cost.
3. Home Dining Experiences - By offering complete meal ranges designed for sharing, retailers cater to the growing demand for at-home dining experiences that replicate the ambiance and culinary appeal of dining out.
Industry Implications
1. Frozen Food - The sector is innovating to emulate restaurant-quality food, making gourmet experiences more accessible and appealing to home consumers.
2. Private Label Brands - Store-branded products are evolving to provide high-end dining experiences, enhancing customer loyalty and offering competitive alternatives to established restaurant chains.
3. Retail Grocery - Supermarkets can capitalize on the trend of elevated at-home dining by expanding their offerings to include sophisticated meal kits and gourmet food items.
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