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DiGiorno Has A New Tactic For Luring Customers Back To The Freezer Aisle

Jun 28, 2014, 01:37 IST

DiGiorno

America's No. 1 frozen pizza brand by sales, DiGiorno, is battling a multi-year decline in frozen food sales by giving consumers the option to customize their pies.

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Frozen pizza sales have been dropping by single digits for several years, according to the market research firm Nielson.

The declines are part of a broader trend of falling sales in the frozen food aisle as Americans increasingly opt for fresher, less processed foods.

Sales of frozen meals fell 3% to $8.92 billion from 2009 through 2013, the Wall Street Journal reports, based on data from Euromonitor International.

"There is definitely a push toward products that are more real, higher quality, more homemade and closer to the source," Rob McCutcheon, president of ConAgra's consumer frozen-food division, told the Journal.

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DiGiorno's answer to that is the "Design A Pizza Kit," which includes a cheese pizza with individually wrapped meats, veggies, shredded cheese and a seasoning packet.

The pies will be available in these three combinations: Pepperoni and Sausage with Peppers & Onions, Spinach, Tomato & Red Onion with Pepperoni, and Chicken, Green Peppers & Red Onions with Pepperoni.

The company partnered with eight bloggers to promote the new item by creating their own pizzas and posting pictures of them to social media. The Nestle-owned company is featuring some of the designs on Tumblr.

This one is from blogger Christy Denney:

DiGiorno

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