01
Artisanal flavour at home
The format aims to keep the Proper flavour profile present even outside the restaurant.
Proper Frozen
Proper flavour, now at home.
On the global site, Proper Frozen is presented as a frozen pizza line that brings artisanal flavour and convenience into at-home dining.
PROPER
FROZEN
HOMEEASYTASTEFROZEN
What it promises
A brand extension for everyday consumption.
The official description positions Proper Frozen as a way to make the premium experience more accessible and more convenient.
02
High-quality ingredients
The global site highlights quality ingredients for a more gourmet experience.
03
Greater convenience
Frozen pizza makes the brand more accessible for quick dinners and at-home use.
04
A new brand channel
This format brings Proper Pizza into retail channels and into the daily routine of consumers.
For modern routines
Ready when you need it.
Within the Proper portfolio, the frozen line extends the brand promise into a format with simple preparation and flexible use.
Quick preparation
Ideal for home consumption, with a simpler and faster preparation path than a regular order.
At-home dining
It gives the brand stronger presence even when the customer is not looking for delivery or a restaurant visit.
Retail potential
As a product category, it can also open the brand to new distribution partnerships.
Official source