Following the success of its Chicago Town TakeAway Original Pizza brand, food group Schwan is launching ten new products under the TakeAway brand.

The company said the move would consolidate its position in the market and give it brand ownership of the takeaway proposition in retail. Research reveals that consumers spend around GBP700m (US$1.3bn) per year on delivery and takeaway pizza, and Chicago Town aims to target 5% of this spend, the company said.

The complete range is designed to reflect the variants available on takeaway pizza menus, offering Top Heavy, Original and Pan Pizzas variants in individual and sharing sizes.

“Takeaway Pizza is the benchmark against which all other pizzas are judged and we wanted to match that offering but at supermarket prices,” says Chicago Town TakeAway brand manager Nicola Kenyon.” We are inviting consumers to put Chicago Town TakeAway pizzas to the test and let us know if the product does not meet takeaway standards. But we are confident that the overall product quality, proposition, packaging, taste and appearance will match, if not exceed, their expectations.”

Kenyon added that the launch of the new products demonstrates Schwan’s commitment to the range and confidence in the Chicago Town brand.

The launch of the new TakeAway range is to be supported by a fully integrated marketing campaign starting with the “Taste Guarantee” promotion.