Baking & Snack - April 2005 - 45

KRAFT

MARKET UPDATE

Pizza Pizzazz
New product introductions in frozen pizza offer consumers
increased quality, variety and convenience.

BY HOLLY BRADLEY
epending on where you live, what's available in
your region of the country and how you were first
introduced to it, pizza means different things to
different people. Also, it differs from restaurant
to chain to grocery store. True connoisseurs would never
have thought to look in the grocer's freezer section for a
satisfying pizza selection. However, during the past decade, the frozen pizza category has continued to improve
in quality and grow in terms of new products and pizzarelated offerings. With the variety, quality, convenience
and reasonable pricing of frozen pizza, consumers, and
connoisseurs, have to search no further to satisfy their
pizza cravings. Everything from Chicago-style deep-dish
pizza to California thin-crust pizza with exotic toppings
are now found in the frozen pizza aisle.
Although the $2.6 billion category only grew 1.6% in
dollar sales from last year, according to Chicago, IL-based
Information Resources, Inc., it is was one of the more successful frozen grain-based foods categories last year. (IRI's
data does not include Wal-Mart.) A number of vendors
and brands within the category saw strong growth fueled

D

by new innovative products focused on convenience and
upscale preferences. Additional growth was seen by new
companies or acquisitions in the category.
STILL RISING. Kraft Foods, Inc., Northfield, IL, is
the category leader with $856.1 million in value sales,
according to IRI, and grew 4.6% in the past year.
The company cited innovation as its key factor for
growth in the category. Kraft frozen pizza brands include DiGiorno, California Pizza Kitchen, Jack's and
Tombstone. The company focused its introductions in
2004 on the premium and super premium segments
of the category.
With two noteworthy introductions last year, DiGiorno is the top-selling brand, with $515.6 million, according to IRI. Because of the innovative introductions,
the brand realized a 10.9% increase in dollar sales. Thin
Crispy Crust Pizza, introduced last May, is available in
supreme, pepperoni, four cheese, four meat and grilled
chicken with tomato and spinach.
Last August, innovation continued with Kraft's launch

April 2005 / BAKING & SNACK / 47



Baking & Snack - April 2005

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