As frozen pizza crusts rise, so do profits

05/3/2004 | NYTimes.com

Following the release of rising crust technology, promoted by Kraft's DiGiorno and Schwan's Freschetta, frozen pizza grew into a $2.2 billion business. This week Kraft introduced DiGiorno Thin Crispy Crust pizza, and new competition may come from pies without tomato sauce, which the government recently ruled can be sold as "pizza" after lobbying from the National Frozen Pizza Institute.

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