When Kroger decided to offer a deep-dish frozen pizza that could satisfy the appetites of its single-serve customers last year, the retailer didn't have to look far.
The Kroger Deep Dish Pepperoni Pizza six-pack, which retails for $5.99 as compared to Tombstone's $7.49, was developed with the help of one of its three existing private-label pizza suppliers, said Christy Greenway, marketing manager for frozen food at Kroger, Cincinnati. The addition became Kroger's 27th private-label pizza stockkeeping unit when it was introduced in February.
"This product broadens the Kroger-label frozen pizza selection to include the single-serve pizza customer," Greenway said. "It's the perfect snack or meal for kids. It offers that fresh, personal pan pizza parlor taste from your freezer at a great savings."
The 6-ounce pizzas are stacked six to a bag, a feature that set the product apart from most other frozen pizzas and caught the attention of the PLMA judges. On the bag, a photo of the prepared pizza stands out against a black background. The package contains silver trays to maintain the integrity of the pizza's crust during microwave preparation. The frozen pizzas can also be baked on a cookie sheet in a conventional oven.
"It's easy to prepare, convenient and tastes great," Greenway said.
Like all of Kroger's banner brands, its Deep Dish Pepperoni Pizza is backed by the retailer's "try it, like it, or get the national brand free" guarantee.