Schwan’s is launching a range of crust-free Chicago Town pizzas in the UK after consumers demanded more toppings.

The company claimed its Edge to Edge pizzas would have 20% more toppings than pizzas of a similar size from rivals Goodfella’s and Dr Oetker.

“Our consumer research is what sets us apart from our rivals and it’s with that insightful knowledge that we continue to re-invigorate the market with new and exciting products,” said Schwan’s MD Steve Freeman. “In the current economic climate consumers want the biggest bang for their buck.”

The range, to be priced at GBP2.49 (US$4.38), comes in New York Deli, Manhattan Chicken and California Cheese flavours and goes on sale this month.