Expanding by shrinking
November 1, 2013
by Charlotte Atchley
Bigger is not necessarily better. That’s why when Better4U Foods decided to expand its gluten-free pizza line, it took the unique approach of downsizing its products. “Better4U Foods listened to consumer and retailer feedback, which led to the extension of our already popular larger size gluten-free pizza offerings,” said Amy Lotker, owner and executive vice-president of sales and marketing for Better4U Foods, Delray Beach, FL.
The company’s existing All Natural Multigrain Gluten Free Pizzas are sold in 18.5- to 21.5-oz sizes. This fall, Better4U Foods extended the product line by creating 9.5-oz Personal Size All Natural Multigrain Gluten Free Pizzas. The smaller versions fulfill two market needs. First, Ms. Lotker said the pizzas offer end consumers a quick, portion-controlled meal or snack that is all- natural, healthy, gluten-free and tastes great. Secondly, the Personal Size Pizzas allow Better4U Foods’ retailers to fit more products in limited freezer space.
The company formulated its gluten-free pizzas with its core message in mind, “Gluten free that doesn’t taste gluten free.” Better4U Foods accomplishes this with a combination of buckwheat, brown rice, white rice, flaxseed, milled flaxseed and olive oil in its crust. The pizzas are certified by the Gluten-Free Certification Organization and made with all-natural and non-GMO ingredients. Each pizza also provides 15 g whole grains and is high in protein and low in fat, sodium, calories and cholesterol.
The Personal Size All Natural Multigrain Gluten Free Pizzas come in the same five varieties available in the original product line: 4 Cheese, Roasted Vegetable, Mediterranean, Uncured Pepperoni and Dairy Free Roasted Vegetable, which is 100% Vegan. “Our customers who have already come to know and love our gluten-free products can now have the same pizza in a smaller, more convenient size,” Ms. Lotker said. Because the company simply scaled down existing varieties, there were minimal production changes. With the purchase of smaller pizza pans and formulation adjustments to suit the new size, Better4U Foods’ Personal Size Gluten Free pizzas were ready for nationwide distribution.
Better4U Foods rolled out the Personal Size Gluten Free Pizzas nationwide to retail stores and retail frozen buyers this fall. Accompanying the introduction were ad campaigns in print and social media, special pricing with partner distributors, national food shows and expos, and new product announcements by national celiac organizations. They are available for $6.99 each.
While Ms. Lotker expects the Personal Size Gluten Free Pizzas will be a hit among consumers and retail customers, she said Better4U Foods is already looking at what new flavors and products the company’s in-house R&D team and chef will develop next.
“At Better4U Foods, we are always working on ways to better our existing products,” she said. “We also are working to expand the Better4U brand outside of the frozen pizza category.”