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Zizzi frozen range continues expansion with Waitrose deal

By William Dodds

- Last updated on GMT

More than 40% of respondents to a Zizzi survey said they buy more frozen food now than six months ago. Credit: Getty / SolStock
More than 40% of respondents to a Zizzi survey said they buy more frozen food now than six months ago. Credit: Getty / SolStock

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Italian food producer Zizzi is set to have part of its ‘Zizzi at Home’ range stocked in Waitrose stores from next month.

The restaurant chain rolled out its collection of frozen ready meals in 2020, debuting through Sainsbury’s before also launching at a number of Tesco locations in March 2022.

From 11 September 2023, three ‘Zizzi at Home’ meals will be available in a limited number of Waitrose supermarkets. This includes the brand’s two most popular pasta dishes – ‘Casareccia Pollo Piccante’ and ‘Chorizo Carbonara’ – as well as its garlic bread.

The frozen products are inspired by the options on offer at Zizzi restaurants, with a range of frozen pizzas currently on sale in Tesco and Sainsbury’s.

All ‘Zizzi at Home’ items are produced in-house, with the brand announcing plans to invest in its existing frozen range as well as several new additions earlier this month (August 2023)​.

Restaurant experience at home

Managing director at Zizzi Restaurants, Harry Heeley, explained that customers are increasingly looking to enjoy the restaurant experience at home, which proved the inspiration for the ‘at home’ dishes.

That’s why our Zizzi at Home frozen range has done so well, it delivers on everything you expect from a great dining experience, great quality, authentic taste, and value for money​,” Heeley continued.

I’m positive Waitrose shoppers will also embrace the range and enjoy the Zizzi experience​.”

Trend towards frozen

Research conducted last month (July 2023) by Zizzi found that 96% of respondents that bought a product from the ‘at home’ range would recommend it to a friend.

Meanwhile, 43% said they now shop for frozen food more often now than they did six months ago due to considerations over cost.

According to data from market research firm Kantar, frozen food sales increased by 9.5% in the 12 weeks up to March 2023.

In other news, a project funded by the Welsh Government has helped boost the food and drink industry in Wales by more than £350m since 2016​, saving 703 jobs in the process.

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