Banza introduces its new line of pizzas by suggesting that each night time is usually a pizza night time
As the ultimate convenience food that people can quickly prepare at home, frozen pizza has done well during the pandemic.
For example, during the four-week period ending April 5, shoppers across the country bought almost twice as many frozen pizzas than in the same period last year, according to market research firm IRI. In late July, Nestlé's CFO, François-Xavier Roger, told investors that North American frozen food business had grown double-digit in the first half of 2020, in part due to increased sales of its DiGiorno and Hot Pockets pizza brands.
Banza has expanded its range of chickpea-based products to include the frozen pizza category. Known for its pasta, rice, mac, and cheese, as well as vibrant orange product packaging, the brand's new offering offers more protein and fewer carbohydrates than the standard price.
To promote its chickpea-based pizza, Banza is running its largest advertising campaign to date. The marketing efforts, which are produced in-house, run from October through February 2021 and include influencer marketing, outdoor advertising, and paid social media spots.
The brand's campaign argues that even if they do so frequently, people shouldn't feel guilty about consuming Banza's frozen pizza.
"People tend to refer to one night of the week as pizza night, which is a lot less than people wish they'd eat pizza," said Nicole Landesman, vice president of marketing at Banza.
And the timing certainly seems right. With the days of shelf stable foods being stored, the evidence suggests that shoppers are returning to healthier options. The Nielsen sales figures provided by Banza show that the better-for-you versions of frozen pizza (i.e. pizza crust made from legumes, cauliflower or almonds) rose by 26% between May and August, surpassing demand for the more traditional variety im During the year increased by 7% is the same period.
The chickpea itself is also becoming increasingly popular. According to data analysis firm Label Insight, dozens of new food products, from meat and dairy alternatives to innovative condiments and dressings, contain the ingredient.
Banza's new line of frozen pizza, which was in the works before the pandemic, comes in four flavors: margherita, four cheeses, roasted vegetables, and simple crust. The products are available nationwide at retailers such as Target and Whole Foods, as well as online on Amazon and Banza's own website.
Similar to other CPG brands, Banza has seen an increase in online orders since the Covid-19 outbreak. Brian Rudolph, the company's CEO, said e-commerce has increased "across the board", be it on Amazon, Instacart, Target.com, or the brand's own platform.
Banza was founded in 2014 by Rudolph and his brother Scott and currently sells its products in over 13,500 stores. Last November, the company received an additional $ 20 million in funding led by Prelude Growth Partners and Enlightened Hospitality Investments.
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