Never Miss an Update!
Receive personalised weekly email newsletters with industry news curated just for you.
Brooklyn-founded frozen food business The Pizza Cupcake has officially rebranded as Incredifulls as it expands its focus from a single-item brand into a broader better-for-you frozen handheld platform. Alongside the corporate identity update, the company has announced the rollout of its newest product line, PB&J Cups, scheduled for commercial release in autumn 2026.
The brand transition allows the business to scale beyond its flagship pizza SKU and establish a multi-daypart product architecture across national frozen retail channels.
Brand Repositioning
The rebranding reflects an operational shift toward creating an extensible frozen convenience platform. By applying its proprietary bakery technology across diverse meal occasions, Incredifulls aims to address growing consumer demand for clean-label, convenient handheld meals that appeal to modern family households.
Co-founder Michelle Jimenez-Meggiato stated that the core objective was never limited to building a single successful product, but rather developing a flexible manufacturing and recipe platform that allows the brand to continuously re-evaluate traditional comfort food items.
Co-founder Andrea Meggiato added that the product architecture combines traditional Italian baking standards with modern convenience, providing a foundation for ongoing category innovation.
Product Portfolio
The technical foundation for the Incredifulls platform is a proprietary, trade-secret brioche-sourdough crust. The dough system is engineered to maintain a bakery-quality texture and structural integrity through frozen storage and standard home reheating methods.
The expanding product lineup now covers multiple dayparts across the frozen aisle:
🍕 The Pizza Cupcake: The original breakout product featuring savoury pizza fillings encased in the brand's signature brioche-sourdough dough.
🍳 Breakfast Cups: Formulated for morning consumption occasions, combining cage-free scrambled eggs, cheddar cheese, cream cheese, and everything bagel seasoning to deliver 8 grams of protein per serving.
🥜 PB&J Cups: The newest portfolio addition, translating the traditional peanut butter and jelly sandwich into a warm, baked handheld format.
Background and Backing
Founded in Brooklyn by husband-and-wife team Andrea Meggiato and Michelle Jimenez-Meggiato, the business initially established local brand equity through food markets such as Smorgasburg and venue partnerships at Citi Field before securing national distribution following a 2021 appearance on Shark Tank.
The business has raised capital from a group of early-stage strategic investors, including Lori Greiner, Caleb Followill, Kevin Pollak, Andy Mendelsohn, Lily Aldridge, Neal Batra, Zack Bia, and John Terzian.
With established retail distribution across major US grocery networks, Incredifulls is utilising its expanded brand strategy to increase shelf presence and secure additional category listings across breakfast, lunch, and snacking segments in the frozen aisle.
