Adding a new meaty vegan pizza to its plant-based menu in the UK is Dr. Oetker Ristorante, the restaurant chain that owns Chicago Town.
The Margherita Pomodori, the company’s first plant-based product, which made its debut in 2021, is now joined by the Vegan Pepperoni-Salame.
With the launch, Dr. Oetker experienced significant success. As of February 2023, the product’s value was more than £2 million, making it the most expensive vegan frozen pizza in its category.
The newest product in the line features the company’s signature thin, crispy Ristorante crust, topped with tomato passata, dairy-free mozzarella, and the vegan meat substitute.
VEGAN PEPPERONI AND VEGAN SALAMI PIZZA
Paula Wyatt, the head of marketing at Dr. Oetker Ristorante, issued a statement in which she expressed the brand’s excitement over the newest addition to its plant-based menu.
She mentioned that the business is confident that consumers will like the new pie.
The statement said: “Our first vegan pizza has been a huge success within the category since its launch in 2021, so we’re really excited to grow the range with our new Ristorante Vegan Pepperoni-Salame and to help vegan pizza lovers have more options when it comes to playing it Italian.
“We’re confident that this new addition to our portfolio will be popular with consumers and will bring even more variety for those on a vegan diet or looking to reduce their meat and dairy consumption.”
The company took longer than some of its rivals to market a vegan product.
In order to clarify why, it was revealed that one of the most challenging aspects of the development process was finding “a high-quality substitute for cheese that fits in with the Ristorante claim” as it launched its first plant-based pie in 2020.
Speaking about its chosen vegan cheese, a dairy-free mozzarella, Product Developer Insa Parkan said: “We found it with a recipe based on coconut oil. Since only real cheese such as mozzarella, Edam or Gouda has been used on our frozen pizzas so far, the search for an alternative that is equivalent in taste was the biggest challenge.”
The Vegan Pepperoni-Salame pizza will launch in Tesco stores, and online, from May 15.