Loblaws introduces authentic Italian pizza to the frozen aisle

The fresh PC Black Label Frozen Pizza range offers Canadian consumers a selection of three true hand-tossed Italian pizzas
Loblaws introduces authentic Italian pizza to the frozen aisle

Canadian supermarket chain Loblaws is enhancing its in-house brand selection by introducing new frozen pizzas that are hand-tossed in Italy. The latest addition to the President’s Choice private label range is the PC Black Label Frozen Pizza. Priced at $7.99 CAD each, this new line consists of three different types, each crafted by skilled pizzaiolos in Italy and made with high-quality ingredients, according to the retailer.

The PC Black Label Frozen Pizza includes the following options, as described by the retailer:

  • Margherita – A modern classic topped with a blend of cheeses and finished with cherry tomatoes;
  • Diavola – A bold choice featuring Ventricina salami, smoked provola cheese, red onion, and spices;
  • Funghi – A flavor-packed choice with a mix of three mushrooms and black truffle, complemented by a velvety sauce.

Heather Fadali, VP of Loblaw Brands at Loblaw Companies Limited, explained, “The hand-tossed pizza crust is what makes Italy known for its pizzas – those delicious, fresh ingredients combined with a crispy crust and soft inner dough make your mouth water just thinking about it. That was our goal when we started creating the PC Black Label Pizza. And that light and airy crust we know our customers are looking for is what you can now get at your table in less than 20 minutes.”

This expansion comes on the heels of a May report from Technavio which predicted an average annual growth rate of 5.5% in the global frozen pizza market through 2027, with private brands being a significant driving factor.

Loblaw Companies Limited operates nearly 2,500 stores and provides nationwide e-commerce options throughout Canada.

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