News

DiGiorno intros microwaveable rising crust pizza

August 24, 2004

GLENVIEW, Ill. — DiGiorno Pizza is rolling out a new Microwave Rising Crust Pizza.

According to a news release, it's the first and only pizza that rises and bakes golden brown in 5 minutes in the microwave.

"We know consumers love the convenience of using the microwave, but not the taste and texture of many microwave pizzas," said John Boswell, vice president of marketing at Kraft Pizza Company. "In fact, only 17 percent of frozen pizzas are made in the microwave. So we've worked hard to perfect a specially formulated pizza that rises and bakes in the microwave."

The Microwave Rising Crust line includes four varieties: Four Cheese (Asiago, Romano, Parmesan and mozzarella); Pepperoni; Supreme (pepperoni, Italian sausage, red and green peppers and onions); and Three Meat (pepperoni, Italian sausage and hamburger).

According to the release, the pizza will be available in grocers' freezer cases nationwide beginning in September 2004. The suggested retail price is $3.49.