Dr. Oetker has announced plans to rebrand its McCain pizzas in Canada.
The German company acquired the McCain's frozen pizza line last year when it bought McCain Foods' pizza operations in North America. McCain Rising Crust, Thin Crust and Multigrain Thin Crust pizzas will now be available under the Giuseppe brand. McCain Ultra-Thin Crust pizzas will be rebranded Dr. Oetker Ristorante Ultra-Thin.
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In both rebrands, all recipes and "most" topping choices will remain the same. The McCain Thin Crust California chicken and the McCain Rising Crust two pack pepperoni varieties are being discontinued.
Dr. Oetker said the move brings "further choice" to Dr. Oetker pizza options, which also include the Casa Di Mama and Panebello brands. "This means Dr. Oetker now offers a pizza for virtually every occasion and every taste," the company suggested.
Peter Macdonald, head of marketing, 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."
Click here for our analysis of Dr Oetker's move for McCain's pizza operations in North America, published last September.
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