In collaboration with Dr. Oetker, Smartson invited 1,200 consumers across Sweden to test and evaluate the new Dr. Oetker Suprema pizzas. The outcome? Three flavors – three Smartson Crowdscore Awards – and consumer voices that are now carried forward into stores nationwide.
Voices from Dr. Oetker
– We are incredibly proud of the launch of Dr. Oetker Suprema – a premium product that has not only caught consumers attention, but also has the potential to drive penetration and growth in the frozen pizza category, says Martina Hultquist, Product Manager at Dr. Oetker.
Watch the UGC highlights
Three highly recommended pizzas
Cinque Formaggi – recommended by 90%
(436 of 485 test pilots)
Calabrese & ’Nduja Tipo – recommended by 88%
(207 of 234 test pilots)
Salame Romano – recommended by 91%
(434 of 476 test pilots)
All three varieties were recognized with the Smartson Crowdscore Award, based entirely on the recommendations of the test panel.
Industry perspective
– In a competitive market, innovation, taste and quality are crucial – and Suprema delivers. With a product that meets high expectations, we inspire new purchase occasions and strengthen both our position and the category as a whole, continues Martina Hultquist.
From kitchens to social feeds
More than just numbers, the project inspired participants to share their experiences on TikTok, Instagram, YouTube, and Smartson. Reviews and short videos provided authenticity and consumer-driven perspectives for the launch.
– In this test, more than 6,000 consumers applied to participate, and we’ve seen a fantastic word-of-mouth effect with an estimated 800 social media posts. We’ve even created a UGC highlights edit to showcase everything that was shared across the country, says Karl Händel, CEO at Smartson.
From insights to retail
The results are now being rolled out in-store, with awards and consumer endorsements visible at the point of purchase.
– The test results speak for themselves – 9 out of 10 would recommend Suprema and 8 out of 10 want to buy again. Thanks to the 1,200 test pilots who contributed with insights and engagement, we can now bring genuine consumer voices straight into the stores, concludes Martina Hultquist.
Facts about Dr. Oetker Suprema
- Sourdough base with a long fermentation process
- Stone oven baked
- Available in three varieties:
- Cinque Formaggi
- Calabrese & ’Nduja Tipo
- Salame Romano
Launched in Sweden in 2024
Available in the frozen food section nationwide
👉 Read more about the test and results here: smartson.se/tester/dr-oetker-suprema
👉 Learn more about the products here: oetker.se/suprema