Pizza Magia to launch new low-carb pizza

Feb. 23, 2004

LOUISVILLE, Ky.—Pizza Magia will join the low-carb pizza wars when launches its "Real, Low-Carb Pizza" on March 1.

According to a news release, Pizza Magia CEO Dan Holland said the company's goal was to provide consumers with a traditional, authentic--but low-carb--pizza rather than a low-carb no-dough item. The dough, according to the release, is an ultra-thin, wheat-based crust.

"I was insistent that our offering be delicious to thin-crust enthusiasts in addition to being low in net carbs," Dan Holland said in the release. "I believe we have done that successfully."

An entire Pizza Magia low-carb pepperoni pizza measures 9 inches in diameter and has as few as 10 net carbs. Depending toppings chosen, net carb totals could climb as high as 14. A one-topping version costs $4.99, while a two- to five-topping pie costs $5.99 delivered.

After launching the pizza in its Louisville stores, Pizza Magia plans to roll it out systemwide by mid March.

Pizza Magia's low-carb pizza is the latest in a line of products aimed at health-conscious customers. Over the past year, the 40-store chain introduced a garlic-infused olive oil dipping sauce and reduced the fat in its pepperoni and pizza sauce.

"People are more sensitive about their dieting and health and we are doing what we can to accommodate them," Holland said. "We are always researching and experimenting with new ideas. If something makes sense, we'll certainly explore it."

Topics: Dough , Operations Management

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