Pizza makers rethink crusts | Food Business News

KANSAS CITY — Crusts are front and center for frozen pizza manufacturers. From artisan-style crusts to yogurt-filled crusts, companies are looking to appeal to more consumers with innovative frozen pizza crusts, a move they hope will spur category growth.

Frozen pizza dollar sales totaled $7.29 billion in the 52 weeks ended Sept. 6, down 1.9% from the same period a year ago, according to Chicago-based market research firm Circana. Unit sales fell 2%.

One of the biggest companies in the frozen pizza category is SFC Global Supply Chain Inc., the manufacturing, production and logistics division of Marshall, Minn.-based Schwan’s Co. SFC generated $1.91 billion in sales in the 52-week period, down 1.2% from a year ago. Unit sales also were lower, easing 0.6%.

SFC launched Crunchtime pizza in early September as part of its Red Baron brand. The 10-inch, multi-serve, microwavable pizza features a crispy, pizzeria-style crust and can be prepared in five minutes. The pizza comes in three varieties: pepperoni, meat trio and four cheese.

“At Red Baron, we’re focused on bringing consumers the flavors and convenience they’re looking for,” said Katie Hagen, senior marketing manager for Red Baron pizza. “Crunchtime pizza is an exciting addition to our lineup, giving families a new way to enjoy a full-size pizza in just five minutes.”

Frozen pizza dollar sales for Minneapolis-based General Mills, Inc. totaled $345.11 million over the 52 weeks, a nearly 10% decrease from last year. Unit sales were down 8%.

In July, General Mills added two frozen 24 pizzas under its Totino’s brand, which is known for pizza crusts that stay crispy after freezing, thawing and baking.

The pizzas are part of the Ultimate Pizza line, which launched in 2025 for “pizza lovers and unapologetic cravings,” General Mills said. The two new pizzas include Mexican style, featuring seasoned beef crumble, onion and bell pepper on a crispy crust, and chicken bacon ranch, which has white meat chicken and bacon plus creamy, ranch-seasoned sauce on a crunchy crust.

At the Deutsche Bank dbAccess Global Consumer Conference in June, Dana McNabb, chief operating officer of General Mills, said Totino’s made good progress in the first quarter, reducing last year’s pound decline by more than half due to innovation, among other things.

Innovation also has been a staple for Milwaukee-based Palermo Villa, Inc., which saw year-over-year gains in frozen pizza dollar sales while launching new products with distinct crusts.

Caulipower features Greek yogurt and cauliflower in its frozen pizza crusts.

| Photo: Caulipower

Frozen pizza dollar sales for Palermo totaled $250.27 million in the 52 weeks ended Sept. 6, up 11% from the same period a year ago, according to Circana. Unit sales increased nearly 10%.

Palermo launched a new line of “woodfired” frozen pizzas under its Connie’s brand. The company describes the pizzas as delivering “a crisp and airy, flavorful crust and premium toppings made from high-quality, all-natural ingredients.” The dough is slowly fermented for 24 hours before being baked in a wood-fired oven. The pizza comes in four varieties: Italian sausage, peppers and onions, margherita, and sausage and pepperoni. Connie’s wood-fired frozen pizzas initially launched at select retailers across the Midwest before expanding distribution in the following months.

Smaller companies also are focusing on frozen pizza crusts.

Founded in 2022, New York-based Yough! specializes in high-protein, lower-calorie frozen pizzas with Greek yogurt crusts. In November 2025, the company updated its pizza recipe to make its two-ingredient crust lighter and fluffier. “People love pizza, but most options out there are either ultra-processed or sacrifice taste for nutrition,” said Mike Rolland, co-founder and chief executive officer of Yough! “We wanted to create something that’s both craveable and clean. Using Greek yogurt in the crust gives our pizzas a protein boost and a light, tangy texture that sets us apart.”

Manteno, Ill.-based Caulipower also has turned to Greek yogurt for its crusts.

Founded in 2016, Caulipower is known for its gluten-free, vegetable-filled comfort foods. It was acquired by Urban Farmer, a contract manufacturer of plant-based specialty dough products, in November 2025.

Nine months later, Caulipower debuted its gluten-free, high-protein supreme pizza featuring Greek yogurt and cauliflower crust. The pizza contains 42 grams of protein and 6 grams of fiber.