Schwan's could hijack Kraft's frozen pizza momentum

Jan. 5, 2010 | by
Kraft's retraction from the rapidly growing frozen pizza market could give Schwan's time to reinvigorate its frozen pizza offerings, according to a report in the
Frozen pizza has grown more quickly than the food industry in general and takeout/delivery pizza in the last few years, becoming a cheap, convenient alternative to the latter. Kraft's frozen pizza sales grew 7.3 percent in the 52 weeks that ended on Nov. 29, and private label or store-brand pizza sales jumped 23.1 percent, while Schwan's growth was a modest 1.7 percent, slow for the category.
But some suggest that while Nestle comes up with its new strategy for handling the successful California Pizza Kitchen and DiGiorno brands its recently "inherited," that's optimal time for Schwan's to make some connections and expand its shelf space.

Topics: Business Strategy and Profitability , Food & Beverage , Marketing / Branding / Promotion

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