What On Earth is shaking up its range of handmade organic pizzas.
The award-winning company is introducing four new flavours, tweaking its existing pizzas and retiring some of the older ones.
According to What On Earth, the aim of the redesign is to increase the manufacturing numbers and enable the company to cut the pizzas’ RRP and wholesale prices by almost 25%.
The changes come after What On Earth came upon new ingredients while working with some new and smaller organic producers. The company said it hopes the new pizzas will raise awareness of the producers, as well as invoke new interest from retailers and appeal to a wider, more modern day audience.
What On Earth co-owner, Jeremy Jaffé, said: “We felt it was about time we inject a new lease of life into our pizzas. Our range has always sold well, and continues to do so, but we wanted to offer a more exciting, contemporary and slightly more grown up selection of flavours, alongside the old favourites.
“By working with different producers we have been able to find new ingredients at lower costs. In turn this has allowed us to create more appealing toppings, and has ultimately allowed us to offer more competitive prices.”
Head chef, Sergei Strelets, said: “We have spent a lot of time experimenting with different flavours and we are extremely pleased with our new range of pizzas. We have re-worked the sauce, have increased the toppings and have tweaked the seasoning. The new pizzas offer a slightly more gourmet blend of toppings compared our older pizzas, and should appeal to a more sophisticated palate.”
The new pizzas will consist of:
· Pizza Pescheria – Inverawe smoked salmon, feta, mozzarella, sliced red onion, dill and black pepper
· Pizza El Greco – Feta, sliced Kalamata olives, mozzarella, sliced red onion
· Pizza Piccante – Pepperoni sausage, sliced Kalamata olives, mozzarella, shaved parmesan, sliced red onion and fresh garlic oil
· Pizza Miabella – Sliced field mushrooms, cheddar cheese, mozzarella, fresh thyme, oregano and fresh garlic oil
The existing Pizza Basilico will be renamed the Pizza Margherita. The existing Pizza Florentine, Sienna and Cipolla will remain in the range but will be improved in terms of flavour and appearance, said What On Earth. The existing Pizza de Pepe and the Pizza Mia will be phased out of the current range.
Once all the changes have been made What On Earth will offer eight different pizzas. The new wholesale price will be £2.45 (originally £3.33) per chilled pizza or £24.50 (£33.30) for a case of 10 frozen pizzas. The new RRP will be £3.99, instead of £4.99.