Wednesday, March 12, 2008

Pizza Pizza: Gluten-free Pilot

Well, this looks like good news, but the their communications company has confuses glucose with gluten, as you will see in the press release. I think that was a editing error because it happened only once:


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.”

Glucose [sic] 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 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


information or comment:

Kristen Luszka
416-341-9929 Ext 228

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


SeekerSue said...

Yay, that's great! My girlfriend just suggested that we should take full advantage of it when it kicks in so the pilot is successful and the change is permanent. That being said though, I can't help but want to support the little guys like Big Mamma's Boy, Magic Oven and Il Fornello, as surely their businesses will be affected, and I still want them around for their greater assortment of food options!

Lisa said...

Tried it at the location at Steeles and Laureleaf. The store manager/franchise owner and staff were amazing. Their handling and cleanliness were great. My son had one pizza on Friday and 2 more on Saturday (he loves pizza!) and did not get sick.

I agree with supporting those that provide us with options but for a quick, cheap pizza this is fantastic. A medium w cheese comes out at only about $10.50 - compares too favourably with places like Magic Oven not to mention the convenience of having it accessible. We're making progress!

lisaab said...

Hi Lisa, LisaB here, how did you find a location to visit? My husband called 967-1111 and they took our order, but called back to say they couldn't fill it. I tried the website and couldn't find out any info.

Best, Lisa B

Brian said...

Try this link.

Anonymous said...

This looks great(woo-hoo), but do you know if they are taking steps to avoid cross-contamination?