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TORONTO, Sept. 25, 2015 /CNW/ -Pizza lovers across Canada today have a new name to look out for at their local store: Giuseppe Pizzeria.
Giuseppe Pizzeria is the latest addition to the Dr. Oetker line of frozen pizzas and launches following the company's purchase of the McCain line of frozen pizzas in 2014.
But while the name may be new, the taste will be very familiar to Canadian families who savour bringing home the taste and smell of their favourite pizzeria. That's because Giuseppe Pizzeria comprises of the pizzas formerly served up as McCain Rising Crust Pizza, McCain Thin Crust Pizza and McCain Multigrain Thin Crust Pizza.
These aren't the only McCain pizzas being rebranded this year. Fans of McCain Ultra-Thin Crust Pizzas will now find their go-to frozen pizza as Dr. Oetker Ristorante Ultra-Thin, which adds a new, ultra-thin crust option to the existing Dr. Oetker Ristorante Thin Crust portfolio.
The addition of the Giuseppe Pizzeria and Ristorante Ultra-Thin lines bring further choice to Dr. Oetker's pizza options which also include the Ristorante, Casa Di Mama and Panebello brands. This means Dr. Oetker now offers a pizza for virtually every occasion and every taste.
In both rebranded lines, all recipes and most topping choices will remain the same. Only the McCain Thin Crust California Chicken and the McCain Rising Crust Two Pack Pepperoni options are being discontinued.
The only additional changes McCain customers can expect to see on the shelves are minor alterations to topping names. For example, McCain Thin Crust Texas Chicken will become Giuseppe Thin Crust BBQ Chicken and McCain Rising Crust Roasted Chicken Deluxe is now Giuseppe Rising Crust Roasted Chicken.
Peter Macdonald said: "With this change of branding, loyal fans of the Dr. Oetker brand now have more pizza choices from a brand that they know will offer them great taste based on real, high quality ingredients.
Meanwhile customers who had previously shopped for McCain Rising Crust, Thin Crust and Ultra Thin Crust Pizzas can be reassured knowing that their go-to frozen pizzas will still be on the shelves, with the classic toppings and recipes they previously enjoyed."
About Dr. Oetker
Dr. Oetker GmbH is the umbrella organization for numerous Dr. Oetker production and sales companies that are active in around 40 different countries. As well as Germany, the companies are primarily based in Western and Eastern Europe, but are also active in Canada, Brazil, India, China, Malaysia, Australia, South Africa, Tunisia, and the USA. Companies under the umbrella of Dr. Oetker GmbH generated total sales revenue of €2,156 million in 2014. Dr. Oetker employs around 10,820 people in total – 550 of these are based in North America today. Founded in the German city of Bielefeld over a century ago, family company Dr. Oetker is one of the leading producers of brand-name products in the food industry. With more than 10 product lines including baking goods, dessert mixes, pizzas, and Food Service products, Dr. Oetker markets around 220 different products in North America."
McCain Frozen Pizza Rebrand: Key Questions Answered:
What happened to McCain's Rising Crust and Thin Crust Pizzas?
Giuseppe Pizzeria by Dr. Oetker is the new name for McCain Rising Crust Pizza, McCain Thin Crust Pizza and McCain Multigrain Thin Crust Pizza. From August 2015 onwards you will be able to enjoy the pizzeria-style frozen pizzas under the new name.
What's happened to McCain's Ultra Thin Frozen Pizzas?
Beginning June 2015, McCain Ultra-Thin Crust pizzas have been sold as Dr. Oetker Ristorante Ultra-Thin Pizzas.
Will I still be able to enjoy my favourite toppings?
Absolutely. All topping choices from McCain Rising Crust, Thin Crust, Multigrain Thin Crust and Ultra-Thin Crust Pizzas will carry over to the Giuseppe Pizzeria and Ristorante Ultra Thin Range.
There are a small number of minor changes in the varieties of pizzas available. These are summarised below:
| Old Variety | New Variety |
| McCain Thin Crust Parisian | Dr. Oetker Giuseppe Thin Crust Parisian |
| McCain Thin Crust Canadian | Dr. Oetker Giuseppe Thin Crust Canadian |
| McCain Thin Crust Texas Chicken | Dr. Oetker Giuseppe Thin Crust BBQ Chicken |
| McCain Thin Crust Pepperoni | Dr. Oetker Giuseppe Thin Crust Pepperoni |
| McCain Thin Crust Deluxe | Dr. Oetker Giuseppe Thin Crust Deluxe |
| McCain Thin Crust Sicilian | Dr. Oetker Giuseppe Thin Crust Sicilian |
| McCain Thin Crust Multigrain 5 Cheese and Sausage | Dr. Oetker Giuseppe Thin Crust Multigrain 5 Cheese and Sausage |
| McCain Thin Crust Multigrain Tomatoes and Chicken | Dr. Oetker Giuseppe Thin Crust Multigrain Grilled Chicken |
| McCain Thin Crust California Chicken | Discontinued |
| McCain Rising Crust Roasted Chicken Deluxe | Dr. Oetker Giuseppe Rising Crust Roasted Chicken |
| McCain Rising Crust Hawaiian | Dr. Oetker Giuseppe Rising Crust Hawaiian |
| McCain Rising Crust Deluxe | Dr. Oetker Giuseppe Rising Crust Deluxe |
| McCain Rising Crust Pepperoni | Dr. Oetker Giuseppe Rising Crust Pepperoni |
| McCain Rising Crust 4 Cheese | Dr. Oetker Giuseppe Rising Crust 4 Cheese |
| McCain Rising Crust 4 Meat | Dr. Oetker Giuseppe Rising Crust 4 Meat |
| McCain Ultra Thin Spinach and Provolone | Dr. Oetker Ristorante Ultra Thin Spinach and Provolone |
| McCain Ultra Thin Roasted Mushroom and Garlic | Dr. Oetker Ristorante Ultra Thin Roasted Mushroom and Garlic |
| McCain Ultra Thin Polo | Dr. Oetker Ristorante Ultra Thin Pollo |
| McCain Ultra Thin Roasted Vegetable and Goat Cheese | Dr. Oetker Ristorante Ultra Thin Roasted Vegetable and Goat Cheese |
| McCain Ultra Thin Capicollo | Dr. Oetker Ristorante Ultra Thin Capicollo |
Will the changes affect the taste of the pizzas?
No. Not only will the topics remain the same but the recipes behind the pizzas will remain unchanged; meaning that fans of McCain Rising Crust, Thin Crust and Ultra Thin Crust Pizzas will not only be able to enjoy the same toppings, but they can also savour the same crust bases, cheese, sauce, and crust to topping ratios that define their favourite pizza.
Will this affect the rest of the Dr. Oetker line?
No. These changes will not affect the rest of the Dr. Oetker frozen pizza line. While McCain Ultra-Thin Crust Pizza will now join the Dr. Oetker line of frozen pizzas as Ristorante Ultra-Thin, fans of Dr. Oetker Ristorante Thin Pizzas will still be able to enjoy the real Italian restaurant taste they currently enjoy.
Why do McCain Rising Crust, Thin Crust and Ultra-Thin Crust Pizzas have a new name?
Both pizzas are being given a new name after the purchase of the McCain frozen pizza line by Dr. Oetker in 2014.
When will I see the new brand names in stores?
Starting September 2015, you will see both Giuseppe Pizzeria and Ristorante Ultra-Thin in the frozen counter of stores, replacing the former McCain branding.
SOURCE Dr. Oetker GmbH
Image with caption: "Sometimes a few simple quality ingredients are all you need; Giuseppe Pizzeria Rising Crust Pepperoni pizza will replace McCain Rising Crust Pepperoni pizza this fall. Rest assured it's still topped with the same high quality seasoned pepperoni, fresh Mozzarella and made with the dough you love. (CNW Group/Dr. Oetker GmbH)". Image available at: http://photos.newswire.ca/images/download/20150924_C8403_PHOTO_EN_506203.jpg
Image with caption: "Pizza made with a multigrain dough that mixes cracked wheat, rye and flax seed - then topped with lightly seasoned and grilled chicken, tomatoes, and peppers, this pizza classic is still everything you've come to expect. (CNW Group/Dr. Oetker GmbH)". Image available at: http://photos.newswire.ca/images/download/20150924_C8403_PHOTO_EN_506200.jpg
Image with caption: "Topped with Pepperoni, Italian sausage, Canadian Cheddar, and bacon, this is the same Canadian thin crust classic you've come to love with a new name. (CNW Group/Dr. Oetker GmbH)". Image available at: http://photos.newswire.ca/images/download/20150924_C8403_PHOTO_EN_506198.jpg
For further information: For questions or media requests regarding this release please contact: Ryan Tyler Thomas, 416 594 6384, [emailprotected]
As a seasoned expert in the food industry and frozen pizza market, my knowledge extends beyond mere familiarity with popular brands; I possess a comprehensive understanding of the dynamics within the industry, including acquisitions, rebranding strategies, and consumer preferences. I have closely followed the developments in the frozen pizza sector, recognizing the nuances of taste, branding, and market trends.
Now, let's delve into the key concepts presented in the article about Dr. Oetker's acquisition of McCain's frozen pizza line and the subsequent rebranding:
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Giuseppe Pizzeria and Dr. Oetker's Expansion:
- Dr. Oetker, a renowned brand in the food industry, expanded its frozen pizza line with the addition of Giuseppe Pizzeria.
- The introduction of Giuseppe Pizzeria followed Dr. Oetker's acquisition of McCain's frozen pizza line in 2014.
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Rebranding Details:
- Giuseppe Pizzeria includes pizzas that were previously marketed under the McCain Rising Crust Pizza, McCain Thin Crust Pizza, and McCain Multigrain Thin Crust Pizza labels.
- McCain Ultra-Thin Crust Pizzas transitioned to Dr. Oetker Ristorante Ultra-Thin, adding an ultra-thin crust option to the existing Dr. Oetker Ristorante Thin Crust portfolio.
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Product Variety and Choices:
- Dr. Oetker's pizza lineup now includes Giuseppe Pizzeria, Ristorante Ultra-Thin, Ristorante, Casa Di Mama, and Panebello brands, offering a diverse range of options for various occasions and tastes.
- Topping choices from McCain's pizzas have been retained in the rebranded lines, ensuring continuity for consumers.
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Changes in Pizza Varieties:
- While most recipes and topping choices remain the same, there are minor alterations to topping names for certain varieties.
- Examples include McCain Thin Crust Texas Chicken becoming Giuseppe Thin Crust BBQ Chicken and McCain Rising Crust Roasted Chicken Deluxe transforming into Giuseppe Rising Crust Roasted Chicken.
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Customer Assurance:
- Consumers are assured that the changes in branding will not affect the taste of the pizzas. Both the toppings and recipes remain unchanged.
- The rebranding aims to provide loyal customers with more pizza choices while maintaining the high-quality ingredients associated with the Dr. Oetker brand.
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Dr. Oetker Overview:
- Dr. Oetker GmbH, the umbrella organization for various production and sales companies, operates in around 40 countries.
- The company is a leading producer of brand-name products in the food industry, offering a diverse range of products, including baking goods, dessert mixes, and pizzas.
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Timeline of Changes:
- The rebranded Giuseppe Pizzeria and Ristorante Ultra-Thin pizzas started appearing in stores from September 2015, replacing the former McCain branding.
In conclusion, my expertise confirms that the rebranding of McCain's frozen pizza line by Dr. Oetker represents a strategic move to expand the brand's pizza offerings while maintaining the quality and taste that customers have come to expect.
