DiGiorno

DiGiorno is a frozen-pizza brand sold primarily in the United States and owned by Nestlé. Its central proposition is that a frozen pizza can provide an oven-baked, pizzeria-like experience at home. The brand is especially associated with its rising-crust format, which is designed to expand during baking and produce a thicker crust than many conventional frozen pizzas. Its advertising has long used the line “It’s not delivery. It’s DiGiorno,” positioning the product as a convenient substitute for ordering pizza rather than simply as another frozen meal. The DiGiorno product line began with pastas and sauces in 1991, while pizzas entered the United States market in 1995. The brand was also sold in Canada, where it was rebranded as Delissio in 1999. Kraft had previously used the Delissio name for other pizza products during the 1980s. In 2010, Kraft sold its frozen-pizza business, including DiGiorno and Delissio, to Nestlé. The transaction formed part of Kraft’s broader financing and strategic positioning during its pursuit of Cadbury. After the acquisition, Nestlé expanded the franchise beyond core pizzas into complementary frozen items, including breadsticks, boneless chicken products marketed as Wyngz, and Toll House cookie products sold in pizza-related offerings. DiGiorno’s principal business is the manufacture and national distribution of frozen pizzas in the contiguous United States. Reference material associated with the brand states that its facilities produced more than 250,000 pizzas per day for national consumers. Reported pizza revenue exceeded $1 billion in 2017, although the figure refers to a historical period and is not a current valuation or sales estimate. The portfolio has included rising-crust, cheese, meat, specialty-topping, and customizable formats, with products offered in multiple sizes and configurations. The brand has also used digital and social-media activity to maintain consumer engagement. In 2018, it participated in the “1st Annual Best Friend Tournament,” a Twitter-based competition organized by Kinda Funny. DiGiorno advanced through several rounds before losing in the semifinal to Barbara Dunkelman. In 2013, the brand announced a Design A Pizza Kit, allowing consumers to customize a cheese pizza with separately packaged meats, vegetables, shredded cheese, and seasoning. DiGiorno’s supply chain attracted scrutiny in 2013 after Mercy for Animals released undercover footage concerning animal treatment at Wiese Brothers Farm, a dairy supplier connected to DiGiorno’s dairy supplier, Foremost Farms USA. The footage showed alleged mistreatment of cows. Nestlé and Foremost Farms USA said they had not known about the conduct. The incident placed animal-welfare oversight and supplier controls at the center of discussion about the brand. In Canada, Nestlé announced in February 2023 that it would wind down and leave its frozen-meals and pizza business there within six months, ending the Canadian Delissio business. DiGiorno remains an active United States frozen-pizza brand under Nestlé.

DiGiorno developed within the North American packaged-food market as a brand intended to narrow the perceived gap between frozen pizza and restaurant pizza. The line began in 1991 with pastas and sauces. Pizza became available in the United States in 1995, and the brand’s rising-crust format became its most recognizable product platform. Rising crust is designed to expand in the oven, producing a thicker, softer crust and supporting the brand’s promise of a more freshly baked eating experience. The brand’s principal advertising idea was expressed through the slogan “It’s not delivery. It’s DiGiorno,” which framed the product as a substitute for ordering pizza rather than merely a convenient frozen food. DiGiorno was also sold in Canada, where it adopted the Delissio name in 1999. The Delissio identity had historical links to earlier Kraft pizza products, but the later Canadian business operated as part of the same broader frozen-pizza portfolio. A major ownership change occurred in 2010, when Kraft sold its frozen-pizza business to Nestlé. The assets included the DiGiorno and Delissio brands. Kraft’s divestiture supported its financial and strategic efforts during the Cadbury takeover period, while the transaction gave Nestlé a substantial position in the North American frozen-pizza category. Under Nestlé, DiGiorno’s range broadened beyond pizza into associated frozen meal and appetizer products, including breadsticks, boneless chicken products sold under the Wyngz name, and Toll House cookie offerings associated with the wider product line. By 2013, reference material described DiGiorno as experiencing a four-year low in sales growth, prompting portfolio-revitalization efforts. The company introduced the Design A Pizza Kit during that period. The kit gave consumers a cheese pizza base and separate toppings and seasoning, reflecting an attempt to add participation and customization to a category usually centered on standardized products. The brand also faced reputational pressure that year when Mercy for Animals released footage alleging severe mistreatment of cows at Wiese Brothers Farm. Wiese Brothers was connected to Foremost Farms USA, a dairy supplier associated with DiGiorno. Nestlé and Foremost Farms USA denied prior knowledge of the alleged abuse. The episode highlighted the importance of supplier monitoring and animal-welfare standards in branded food production. DiGiorno continued to use social media and entertainment partnerships to engage consumers. In May 2018, it joined Kinda Funny’s “1st Annual Best Friend Tournament,” a Twitter poll competition involving consumer brands and online personalities. DiGiorno progressed to the semifinal stage but was defeated by Barbara Dunkelman. In Canada, Nestlé announced in February 2023 that it would exit frozen meals and pizza within approximately six months. This decision ended the Canadian Delissio business, while DiGiorno continued as an active United States brand. Its current identity remains centered on frozen pizzas, especially rising-crust products, sold through national retail distribution in the mainland United States.

• 2023

  Canadian frozen-pizza business discontinued

  [1]DiGiornoen.wikipedia.org

  Nestlé Canada announced an exit from frozen meals and pizza, ending the Delissio operation in Canada.

• 2018

  Best Friend Tournament social campaign

  [1]DiGiornoen.wikipedia.org

  DiGiorno reached the semifinal stage of Kinda Funny’s online Best Friend Tournament.

• 2013

  Design A Pizza Kit announced

  [1]DiGiornoen.wikipedia.org

  DiGiorno announced a customizable pizza kit with separately packaged toppings and seasoning.

• 2010

  Nestlé acquires Kraft’s frozen-pizza business

  [1]DiGiornoen.wikipedia.org

  Nestlé purchased Kraft’s frozen-pizza business, including DiGiorno and Delissio.

• 1999

  Canadian business adopts the Delissio name

  [1]DiGiornoen.wikipedia.org

  The brand was rebranded as Delissio in Canada.

• 1995

  DiGiorno pizzas launch in the United States

  [1]DiGiornoen.wikipedia.org

  DiGiorno began selling pizzas in the United States, establishing the category that became central to the brand.

• 1991

  Initial pasta and sauce product line

  [1]DiGiornoen.wikipedia.org

  The DiGiorno product line originally entered the market with pastas and sauces.

A convenient, relatively premium frozen-pizza alternative to delivery, emphasizing rising crust, oven-baked texture, generous toppings, and family meal occasions.

• Frozen pizza · 1995

  DiGiorno Rising Crust Pizza

  The brand’s signature platform uses a crust designed to rise during baking. It is intended to deliver a thicker, softer, oven-baked texture and serves as the main expression of DiGiorno’s promise that a frozen pizza can provide an experience comparable to delivery. The range has included cheese, meat, and specialty-topping varieties in different sizes and configurations.

• Customizable frozen pizza · 2013

  Design A Pizza Kit

  Announced in 2013, this format combined a cheese pizza with separately wrapped meats, vegetables, shredded cheese, and a seasoning packet. Its purpose was to let consumers personalize the pizza before baking, adding an interactive element to a standardized frozen-food product.

• Frozen appetizer

  DiGiorno Breadsticks

  Breadsticks were added to the wider DiGiorno frozen-food portfolio after Nestlé acquired Kraft’s frozen-pizza business. They complement the core pizza range and extend the brand into side dishes and appetizer occasions.

• Frozen chicken product

  DiGiorno Wyngz

  Wyngz are boneless chicken pieces included among the complementary products associated with the DiGiorno portfolio under Nestlé ownership. They represent an expansion from pizza into convenient frozen meal accompaniments.

• 2013

  Alleged abuse at a connected dairy farm

  Mercy for Animals released undercover footage showing alleged abuse of dairy cows at Wiese Brothers Farm. The farm was connected to Foremost Farms USA, a dairy supplier associated with DiGiorno. Nestlé and Foremost Farms USA said they were unaware of the alleged conduct. The episode raised questions about animal-welfare monitoring within the brand’s supply chain.

  Source

Read more

• 20181st Annual Best Friend Tournament

  United States

  DiGiorno participated in Kinda Funny’s Twitter poll-based tournament involving brands, entertainers, and online personalities. It advanced to the semifinals before losing to Barbara Dunkelman, gaining social-media exposure for the brand.

  Outcome. The brand received social-media exposure and reached the semifinal round.

  Source
• It’s not delivery. It’s DiGiorno.

  United States · Canada

  DiGiorno’s best-known positioning campaign uses a contrast between home-baked frozen pizza and delivered restaurant pizza. The message presents the brand as sufficiently close to delivery in taste and experience that ordering delivery is unnecessary. It established the brand’s core advertising identity across the United States and Canada.

  Outcome. Established the brand’s core advertising identity.

  Source

• 2023

  Nestlé Canada exits frozen meals and pizzaStrategy

  Background

  Nestlé Canada reviewed its frozen-meals and pizza operations.

  Action taken

  The company announced that it would wind down and leave the business within approximately six months.

  Aftermath

  The Canadian Delissio operation was discontinued, while DiGiorno continued in the United States.

  Source

• 2013

  Launch planning for Design A Pizza KitProduct launch

  Background

  The brand was seeking to refresh its portfolio after a period of weaker sales growth.

  Action taken

  DiGiorno announced a kit that allowed consumers to add individually packaged toppings and seasoning to a cheese pizza.

  Aftermath

  The initiative represented a move toward customization and consumer participation within frozen pizza.

  Source

• 2010

  Nestlé acquires DiGiorno through Kraft’s frozen-pizza divestitureM&A

  Background

  Kraft sold its frozen-pizza business as part of the financial and strategic repositioning surrounding its pursuit of Cadbury.

  Action taken

  Nestlé purchased the frozen-pizza assets, including DiGiorno and the Canadian Delissio brand.

  Aftermath

  Nestlé expanded the portfolio with additional frozen appetizers and meal-related products, while DiGiorno remained a major United States frozen-pizza brand.

  Source

• 2023

  Nestlé Canada announces exit from frozen meals and pizza[1]DiGiornoen.wikipedia.org

  Other

  Nestlé Canada announced plans to wind down its frozen-meals and pizza business over the following six months, ending the Canadian Delissio operation.

• 2018

  DiGiorno participates in Kinda Funny’s Best Friend Tournament[1]DiGiornoen.wikipedia.org

  Campaign

  DiGiorno entered a Twitter poll-based social-media competition and reached the semifinals before losing to Barbara Dunkelman.

• 2013

  DiGiorno introduces a customizable Design A Pizza Kit[1]DiGiornoen.wikipedia.org

  Product launch

  The brand announced a kit built around a cheese pizza with separately packaged meats, vegetables, shredded cheese, and seasoning, giving consumers more control over the final pizza.

1. 1DiGiornoen.wikipedia.org