Monday, March 24, 2008

Gluten-free Pizza Pizza

Here is an updated press release from Pizza Pizza regarding its gluten-free pilot project.

Foodservice Trade / Food Editors
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 locations.

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.”

Gluten intolerance, or celiac disease, affects an estimated 1 in 133 Canadians. It is an inherited autoimmune 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. Store staff has been specially trained to understand the importance of cross contamination as a food safety matter.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 of $3.25.

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 visit
For information or comment:

Kristen Luszka
416-341-9929 Ext 228

Daniel Torchia
416-341-9929 Ext 223
Cell: 416-275-2151


EM said...

I am not sure if anyone has tried these crusts yet - I did and had a very severe reaction about two weeks ago. The updated press release seems to respond to my call to pizza pizza to ensure there was adequate training for staff re: cross contamination, which it seems as though they have provided. Has anyone else had this problem?

Anonymous said...

has anyone else tried this? I'm skeptical and can't risk a reaction.

Anonymous said...

I have tried this pizza at 3 different locations. I have had no reaction. It is delicious!!!!

Anonymous said...

I tried it the other day for lunch. It was delicious, I like it better than Il Fornello.

The person preparing it used the same tomato sauce and ladle as for regular pizzas. The ladle is used to spread the sauce all the way to the edges of the pizza. So, that must have cross contaminated my pizza.

I didn't have a reaction, but then I never do. That contributed to the length of time it took my Dr. to diagnose me!


Annaem said...

i went in and asked about how they are prepared. they are made in the same ovens but there is a piece of paper under the pizza that reduces its risk of contamination. But lets face it, those toppings have all touched pizza. The lady's hands are covered in pizza. I am scared to take the risk. But i am also happy it has become mainstream. Perhaps we can write to pizza pizza and say thumbs up but more work needs to be done to reduce contamination. Ie. differnt ladles, different oven or that wooden paddle. The lady working there was kind enough to say that if its not busy she can make it in the back. I watched another girl order hers and she said it was superb. LEts email everyone!!!

Anonymous said...

I have eaten these pizzas four times with no reaction. But, only one of the two kinds of pepperoni offered is gluten-free. You need to ask for the New York style pepperoni if that is the topping you like.

SpecialK said...

I've tried it twice (vegetarian toppings), from two different downtown Toronto locations and have had no reactions. Yummy!