Pizza Pizza Introduces a Gluten-Free Dough
Toronto, March 12, 2008
Canadians who suffer from an allergic intolerance to wheat or gluten will find
it easier to enjoy a freshly made pizza. Pizza Pizza, a regular innovator in
the QSR segment of the foodservice industry, has announced a pilot project to
offer a gluten-free dough recipe in some 50 Greater Toronto Area restaurant
Pizza Pizza is the first of the major players to bring out the gluten-free
dough, which uses rice and potato-based flour as the main ingredient. The
gluten-free offering adds to Pizza Pizza’s existing dough options, which
features classic and multigrain whole-wheat dough recipes. Consumers can also
choose from among Pizza Pizza’s numerous toppings - the vast majority of which
are also gluten free - to make their favourite traditional and gourmet pizzas.
The company has received positive feedback from preliminary sampling and hopes
to proceed with a chain-wide roll-out in the near future.
“Our product development team have been working on the gluten-free recipe for
some time, and we are extremely pleased to be able to provide a healthy,
nutritious new menu offering that responds to a need expressed by a growing
number of consumers and their families,” said Pat Finelli, chief marketing
officer for Pizza Pizza. “The introduction of our gluten-free crust will allow
people who have an allergic response or an intolerance to wheat or gluten to
enjoy our pizza while respecting their dietary regime.”
Glucose intolerance, or celiac disease, affects an estimated 1 in 133
Canadians. It is an inherited immune disease in which the lining of the small
intestine is damaged by gluten, a protein found in such grains as wheat,
barley and rye. The only therapy for celiac disease is a gluten-free diet.
People with irritable bowel syndrome or autism can also have intolerance or
allergic responses to gluten.
In addition to being made from rice and potato-based flour, Pizza Pizza’s
gluten-free shells are par-baked and require no dusting flour, thereby
avoiding cross-contamination with gluten-based products.
The vast majority of the sauces available at Pizza Pizza are also gluten-free.
Initially, Pizza Pizza’s gluten-free crusts are only available in the 12-inch
medium format, the company’s most popular pizza size, for an additional price
The gluten-free crust is another in a series of health-conscious innovations
by Pizza Pizza. In recent years, the industry leader has introduced
whole-wheat multigrain dough, eliminated industrially-added trans fats from
its entire menu, and improved the nutritional makeup of its cheese and sauces.
For a complete list of allergens and menu options at Pizza Pizza, please