Waitrose will stock Zizzi’s frozen items after a successful contract agreement.
- Shoppers can anticipate the availability of three Zizzi products at Waitrose stores.
- The product lineup includes popular pasta meals and garlic bread.
- Zizzi aims to enhance its retail range and product quality.
- Zizzi’s initial UK supermarket foray began in Sainsbury’s in 2020.
Waitrose is set to stock frozen products from the Italian brand Zizzi, following a new contract with the retailer. This move is poised to offer customers a selection of three frozen items, which will be available from 11 September. The selection includes Zizzi’s popular pasta meals: Casareccia Pollo Piccante and Chorizo Carbonara, as well as their Garlic Bread, promising a taste of Italy at home.
The initial launch will be accompanied by a 20% discount promotion and will be available in approximately 250 stores across the United Kingdom, making these products widely accessible to Waitrose customers. This marks a continuation of Zizzi’s strategy to broaden its reach in the UK grocery market.
Having first introduced its Zizzi at Home frozen range in Sainsbury’s in 2020, Zizzi has expanded its offerings to include various pastas and sides. The brand launched similar products in Tesco in March 2022. Zizzi is committed to improving its products’ quality, focusing on the balance of sauce, and reducing calories and saturated fats, aligning with evolving consumer preferences.
Zizzi’s managing director, Harry Heeley, emphasised the British public’s appreciation for Italian cuisine, stating, “British people are Italian food aficionados and are always on the hunt for quality meals that reflect the experience they have in restaurants.” He expressed confidence in Waitrose customers’ reception of the new range, highlighting the line’s authentic taste and value for money.
Furthermore, Waitrose continues to enhance its ethical sourcing standards, recently striving to achieve a ‘confinement free’ Italian pork supply chain, ultimately enhancing product quality.
This collaboration between Waitrose and Zizzi highlights a promising expansion in the availability of quality Italian frozen meals in the UK market.
