Daiya has a new pizza flavour in a year that also saw the company overhaul its packaging to appeal to flexitarians, a semi-vegetarian diet that includes mostly plant-based foods and some animal products. The B.C.-based dairy alternative CPG has released a new Diavola pizza, a launch Daiya says marks a first-to-market for dairy and gluten-free spicy pizzas.
“Diavola” pizza, or “of the devil” in Italian, combines plant-based salami-flavored slices, red jalapeños, red onions, chili flakes and Daiya’s dairy-free mozzarella made with the proprietary Daiya Oat Cream blend, atop a gluten-free crust.
“Our new Diavola pizza is all about breaking through taste skepticism in plant-based eating,” says John Kelly, chief marketing officer at Daiya, who tells strategy the launch is informed by a “significant” shift in consumer preference for spicier foods. According to brand insights, 84% of its constituency enjoys spicy dishes and one in three is eager to try even hotter flavors.
“We have a comprehensive, integrated marketing plan launching in January to support our entire pizza portfolio, including the new Diavola pizza,” Kelly says, adding that as part of Daiya’s 2025 integrated marketing campaign, the CPG will include shopper marketing tactics to support the launch of Diavola in key retailers. Diavola is now available at Loblaw, Whole Foods, Metro, and Save-On-Foods banners.
Daiya’s Supreme Pizza (above) is the company’s most popular SKU, and one of the range of six offerings in the portfolio to get a Q4 overhaul in pack design, which includes a revamped logo, a new tagline and a modern visual identity aimed at connecting with flexitarian plant-based eaters while honoring its brand equity going back to 2008.
“The key callouts we’ve highlighted on the packaging are Dairy Free, Gluten Free, Spicy and our proprietary Daiya Oat Cream blend,” Kelly says. “These callouts are designed to immediately communicate the key benefits and unique qualities of our Diavola pizza, making it easier for consumers to recognize and choose a product that fits their taste and dietary preferences.”
Daiya collaborated with agency partner The Hive Principle, based out of Chicago, and also its in-house team to develop the packaging and visual identity. “The result is a refreshed, more grown-up look that remains recognizable on shelf, ensuring our products continue to stand out while appealing to both loyal and new consumers,” Kelly says.
According to Kelly, Nestlé’s exit from the frozen pizza market has influenced the dynamics of the category, reshaping the competitive landscape and opening up opportunities for Daiya to reach a broader audience. “The increased shelf availability and consumer interest present an exciting opportunity for growth, allowing us to meet the evolving preferences of today’s consumers in the frozen pizza category.”
Earlier this year, Daiya also overhauled packaging for its cheese lineup and thereafter its Mac & Cheese.
