Pizza-oven specialist Ooni looking to fire up larger slice of grocery market with new premium range
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The Broxburn-based firm, famous for its pizza ovens that sell tens of thousands of units a year and have attracted celebrity fans including Dolly Parton, Bruce Willis, and Drew Barrymore, has teamed up with Glasgow creative agency Thirst to bring the products to life through a new look and distinct brand strategy, with a clear mission to disrupt the market.
Ooni was founded in 2012 with the launch of what it says was the first portable wood-fired pizza oven, and has since launched several iterations of the item, as well as a range of accessories, and boasted annual sales of more than £208 million in 2021 alone.
Now, it has debuted Neapolitan Pizza Dough Mix, New York Pizza Dough Mix, and Detroit Dough Mix, as the brand – whose bosses Darina Garland and Kristian Tapaninaho spoke at this year’s Scottish Edge awards in June – seeks to be a “one-stop pizza-making partner”.
Matt Burns, creative director at Thirst, said: “By leaning into everybody’s intrinsic desire to create, we set out to make Ooni synonymous with pizza in the grocery space by channelling the brand’s distinct mission – enabling everyone to make great pizza– into a deliciously inviting look and feel.”
It comes after Thirst, which has worked with firms such as Brooklyn Brewery, Brewgooder, The Botanist Gin, and craft brewer Innis & Gunn, in August unveiled a key senior US hire.