Self-rising crust invigorated frozen pizza sales by lending a freshly baked taste to frozen. While sales of self-rising frozen pizzas have matured since Kraft introduced its DiGiorno line in 1995, other, more recent innovations owe their success to DiGiorno and its ilk. Retailers and vendors said the improved credibility DiGiorno brought to the category paved the way for other premium options. "It all started with the self-rising pizza," said Vincent Fantegrossi, president and chief ...

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