Wagner’s Kinder Picolinis Line
Made to Measure for Kids Market

Kinder Piccolinis from Wagner target the children’s market in Germany.

Customer loyalty starts early, so Nonnweiler, Germany-based Wagner Tiefkühlprodukte has entered a segment of the national grocery market that is thought to have huge potential: children.

The frozen pizza maker has brought out special versions of its miniature Piccolinis aimed at five-to-ten-year olds. The first two toppings offered were Noodle and Sausage, both with a reduced fat and salt content. The Noodle product, moreover, is vegetarian.

“With Kinder Piccolinis we are going to conquer the market in Germany and Austria for groceries that are suitable for children,” said Anke Barge, Wagner’s director of advertising and public relations. “Naturally, we’re meeting the expectations of children in taste and package design.”

Market studies reveal that children like both the taste and package. As with many Wagner pizzas, the package pictures a stone oven – red in this case, with the image of Europa Park Mouse, mascot of a German theme park – added to heighten its appeal to kids. Wagner has even launched a website where children can accompany the jolly mouse on his adventures.

There are nine minis per package, and the mini size is just right for the kids, according to Barge. “A classic frozen pizza is often still too big for children,” she said.

Nielsen studies show that 72% of mini pizzas sold in Germany come from Wagner. All eight Piccolini varieties show double-digit growth and Piccolini Salami is reportedly second only to fish sticks as the nation’s most popular frozen product.