The line will be rolled out at the end of this month. An on-pack statement and ads, breaking in 2009, will compare Edge to Edge with Northern Foods' Goodfella's Delicia and Pizzeria and Dr Oetker's Ristorante.
The range will comprise three variants; New York Deli, Manhattan Chicken and California Cheese.
A campaign backing the launch of Chicago Town's Takeaway range in 2006, claimed that consumers had voted it tastier than Pizza Hut and Domino's Pizza products. According to IRI, the Takeaway brand has a 10.2% share of the frozen-pizza market, having posted an 80% rise in value sales in the year to September 2008.
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