The UK unit of US food company Schwan’s is to extend its Chicago Town portfolio to include a new range of desserts.


On shelf from October 2005, the range includes fudge cakes that are microwaveable from frozen, cakes ideal for sharing, plus two varieties of individually wrapped slices, ready to eat straight from the freezer. The company says the new products will put Chicago Town in a position to become the UK’s number one frozen food brand by offering consumers a full meal solution.


Aimed at families and convenience seekers, the new range includes microwaveable Chocolate and Toffee Flavoured Fudge Cakes, a rich Chocolate Cake and Blueberry and Raspberry Muffin Cakes with up to five portions each. In addition, Chicago Town offers ready to eat, individually wrapped frozen slices in two varieties – Key Lime Pie and Chocolate Sundae Pie.


 “With an existing high level of spontaneous awareness for the Chicago Town brand – at 69% – and double digit sales growth boosted by the Humdrum TV advertising campaign, Chicago Town is booming. We have listened to our customers and have used the results of our research as a basis for the development of the brand to keep it fresh, relevant and constantly evolving. The launch of Chicago Town Desserts will enable us to offer consumers a full meal solution under the established and popular brand. We will also be working with retailers to develop creative promotional mechanics to bring innovation to the category,” said Debbie John, senior brand manager for Chicago Town desserts.