Thursday, September 15, 2016

Celebrating 20 years of Freschetta® pizza

Sept. 15, 2016 — For some of us, it’s difficult to believe 20 years have passed since Freschetta® pizzas were first topped at our facility in Florence, Kentucky.

Director of Product Development Shelly Heid still remembers being part of the team that helped put the first toppings on a Freschetta® Naturally Rising pizza.

“It is crazy to think back to where we started with this brand and how far we have come,” she said.

Our Freschetta® pizzas from Schwan’s Consumer Brands launched nationally in 1996 and continue to be produced in the same Kentucky facility. The brand represents a line of high-quality, mainstream pizza products that use the finest ingredients and compete in the super-premium category.

Intrigued by rising-crust pizza, our research and development teams began researching the development of a high-quality pizza that would introduce Schwan’s Consumer Brands to a new category.

After launching the new brand, Freschetta® pizza gained popularity across the United States as the marketing team honed in on a catchy advertising campaign featuring a sweet-mannered, yet spunky sample lady named “Etta.” Looking at consumers through large, round glasses, she would ask, “Tried Freschetta®, yet?” The campaign helped bring national attention to Freschetta® pizza.

Growing through innovation

There has been plenty of innovation for our Freschetta® brand along the way. In 2001, we added the Brick Oven crust varieties, and more recently, we added Freschetta® Gluten Free and Freschetta® Artisan Crust pizzas.

“The Freschetta® Brick Oven pizza was really exciting to bring on because it was the first square pizza on the market,” Shelly said. “We built that pizza recipe and production from scratch, introducing an entirely new pizza to the category.”

Dedication to quality

Through the years, the brand has become nationally known because of the ownership and pride that our employees have demonstrated. This is especially true of our employees at the Kentucky plant, who show up each day with the goal to produce high-quality and good-tasting food for consumers.

And, as time continues to pass, the caliber of pride and support from our employees will continue.

To learn more about Freschetta® pizza or where to find your favorite varieties, visit

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