"Currently the category is experiencing modest growth, but Kraft Pizza Company believes we've only begun to tap into the potential of frozen pizza," says John Boswell, v.p., marketing, at Kraft Pizza Company in Glenview, Ill. "With less than 10 percent of overall pizza sales, there's ample opportunity to expand.
"Consumers view pizza as more than just crust, meat, cheese, and tomato sauce," Boswell
says."They've become more adventurous in their pizza selections and want to experiment with unique, nontraditional pizza flavorings and forms."
That's why last month Kraft launched a Jamaican Jerk Pizza under its California Pizza Kitchen brand."This is an authentic blend of Jamaican jerk-style chicken breast, spicy and sweet sauce, roasted red and yellow peppers, green onions, mozzarella cheese, and applewood smoked bacon," Boswell
says."The CPK restaurants launched Jamaican Jerk in 2002, and it's now one of their top 10 selling items on the menu.
"We partner closely with the CPK restaurants to replicate some of the most popular CPK pizzas, such as Thai Chicken and BBQ Chicken
, to ensure the frozen line delivers the unique flavors and tastes associated with the pizzas at the CPK restaurants," Boswell
This year's creative features graveyard-inspired imagery and encourages shoppers to 'bury their hunger' and 'put their cravings to rest' with Tombstone pizza," Boswell