Baking & Snack - August 2007 - 49

MARKET UPDATE

but meets the taste approval of children's palates, Tony's
Pizza crust is made with white whole-wheat flour. The
pizza also carries calcium and protein claims.
Schwan's newest acquisition is the Wolfgang Puck AllNatural Pizza line. Designed to bring the experience of
Wolfgang Puck's hand-crafted gourmet pizzas made at
his Los Angeles, CA, Spago restaurant into the home, the
pizza is made with fresh, hand-cut, all-natural ingredients. The pizza crusts are honey-infused, hand-stretched
and brushed with olive oil before baking. Varieties
include Spicy Chicken, Four-Cheese, Barbecue Chicken,
Pepperoni, Margherita and Cheese.
Kraft Foods, Northfield, IL, is looking to bring the flavor and convenience of pizzeria-style pizza home from the
grocer's freezer case. The company recently introduced
DiGiorno Ultimate frozen pizza made with a pizzeria-style
crust that bakes in the oven. DiGiorno Ultimate is topped
with crushed vine-ripened tomatoes, premium cheeses,
specialty meats and julienne-cut vegetables. Available in
Four Cheese, Pepperoni, Four Meat and Supreme, the
product can be purchased in Midwest markets.
To break into the pizzeria market, Kraft created a "pop
up" pizzeria on the Magnificent Mile of Michigan Avenue
in Chicago, IL. Consumers strolling down the Magnificent
Mile March 9-11 were invited inside to sample a free slice
of Kraft's Ultimate DiGiorno pizza at Kraft's DiGiorno
Ultimate Pizzaria.
"We have taken the DiGiorno brand into the super premium category with the DiGiorno Ultimate pizza," said
John Boswell, senior vice-president and general manager,
pizza category, Kraft Foods.
Kraft partnered with California Pizza Kitchen restaurants, Los Angeles, CA, to create the restaurant's pizza
profile for home consumption. The partnership bridges

the flavor trends made popular in the California Pizza
Kitchen restaurants with the mainstream marketplace.
Kraft produces the thin and crispy frozen pizza in Garlic
Chicken, BBQ Chicken, Sicilian, Margherita, White, Thai
Chicken, Five Cheese & Fresh Tomato, Jamaican Jerk
Chicken and Sausage, Pepperoni & Mushroom varieties.
THICK OR THIN. Once looked down on as an inferior
or lower-calorie option, thin crust has been embraced by
the masses. Schwan's Mr. Jansen commented that many
consumers choose a crust as a starting point in the pizza
purchase and then look at the toppings in a secondary
manner. Some might attribute the preference for thin
crust to a holdover from the days of low-carb dining,
while others believe that thin crust allows the flavor of
the ingredients to become the focus.
"What happened in artisan bread happened with beer,
farm cheeses and chocolates, and that same grassroots
movement is happening in pizza," said Peter Reinhart, instructor at Johnson & Wales University in Charlotte, NC.
Mr. Reinhart's book "American Pie: My Search for the
Perfect Pizza" chronicled his travels from Italy to Phoenix,
AZ; Dallas, TX; Chicago, IL; and Bellevue, WA; exploring
the origins and nuances of the perfect pizza.
PIZZA'S PROFITS. Considering the continuous growth
of the pizza market, it's difficult to identify just one trend
that's driving growth. Schwan's is focusing on trends of
taste, wellness and convenience, while Kraft Foods looks
to grow its health and wellness, premium, snacking and
quick meals segments, and ConAgra Foods, Omaha,
NE, is following the trends of convenience and betterfor-you options. Increasingly, each marketer applies a
different definition to the words health and wellness,

Irresistible results...

See us at IBIE
booth #3525

are a piece of cake with Innophos

When baked goods look so fluffy...so moist, who can
resist? Our leavening phosphates will take your baking
applications to a new level.
Our Baking Team is dedicated to finding new ways to
customize your baked goods. You provide the challenges
and we'll provide the solutions.

Call Technical Assistance at (866) 631-7394.

hos
4innop
Innovate with Phosphate
Innophos.com

Call Innophos Customer Service today at (800) 243-5052 to place your order.

Levair® ◆ BL-60® ◆ Actif*8® ◆ V-90® ◆ Regent®12XX ◆ Perfection® ◆ Donut Pyro®
Victor Cream® ◆ BP PYRO® ◆ SAPP #4® ◆ CAL-RISE® ◆ Tortilla-Rise®
For more information, see Page 145

52 / BAKING & SNACK / August 2007

http://www.Innophos.com

Baking & Snack - August 2007

Table of Contents for the Digital Edition of Baking & Snack - August 2007