Newman's Own Lets The Pizza Speak For Itself

In the 12 weeks ending October 2010, according to Symphony IRI, thin crust pizza was the most popular type of frozen pizza. Responding to consumer demand for more choices, Westport, Conn.-based Newman's Own Inc. introduces three new additions to the popular and successful Newman's Own Thin & Crispy Crust frozen pizza line. They include White, Roasted Vegetable, and Sausage, bringing the total to eight varieties -- Four Cheese: Supreme; Margherita; Uncured Pepperoni; Roasted Garlic & Chicken; White; Roasted Vegetable and Italian Sausage.

A new, lighthearted ad campaign, "Let the Food Speak for Itself," conveying product confidence, accompanies the pizza expansion and changes in each ad, depending on the featured Newman's Own product, from pizza to salad dressings.

"Tastings of our new pizza products with the team are especially popular events here at Newman's Own – the samples disappear in a flash," says Mike Havard, vice president of marketing for Newman's Own Inc. "This was certainly the case as we developed our new crop of White, Roasted Vegetable, and Italian Sausage pizzas, and these varieties round out our line nicely. The expansion of the Newman's Own Thin & Crispy Crust frozen pizza line to eight varieties underscores the company's confidence in the product and earnest response to nationwide consumer feedback. The growth also mirrors the company's evolution from a nearly 30-year tradition of helping to make meals to making meals – with pizza."

Suggested retail price for pizzas that range from 12.3-oz to 14.7-oz is $6.99.

New Food Products
Product Type:
Packaged/Prepared Foods