DiGiorno
| Owner | Nestlé |
|---|---|
| Country | United States |
| Introduced | 1991 (U.S., pastas and sauces) 1995 (U.S., frozen pizza) 1999 (Canada, frozen pizza) |
| Previous owners | Kraft Foods Inc |
| Tagline | "It's not delivery. It's DiGiorno/Delissio." |
| Website |
http://www.digiorno.com http://www.delissio.ca |
DiGiorno and Delissio are a co-owned brand of frozen pizzas sold in the United States and Canada, respectively, and are currently subsidiaries of Nestlé.
DiGiorno manufactures over 250,000 pizzas each day for consumers for national sale in the mainland United States. The DiGiorno product line originally offered pastas and sauces in 1991, and pizzas have been available nationally in the U.S. since 1995.
The brand's slogan is "It's not delivery. It's DiGiorno/Delissio," which suggests that their frozen pizzas are of high enough quality that they might be mistaken for fresh pizzeria pizzas. In the U.S., sports personality Dick Vitale is the primary pitchman, and has appeared in TV commercials for the pizza.
Delissio frozen pizzas were launched in Canada in 1999, although Kraft had previously used the Delissio brand for other pizza products in the 1980s.
In 2010, Kraft sold the DiGiorno and Delissio brands, along with the rest of its frozen pizza business, to Swiss-based food manufacturer Nestlé. The move helped to finance Kraft's bid for Cadbury, while also effectively ensuring that Nestlé would not submit a competing bid for the confectionery company. Since Nestlé acquired Kraft's frozen pizza business, the DiGiorno brand has expanded to include bonus appetizers in a box, including breadsticks, boneless chicken pieces called Wyngz, and Toll House cookies.
In 2013, DiGiorno's dairy supplier, Foremost Farms USA, dropped Wiese Brothers Farm after the animal rights organization Mercy for Animals released undercover footage showing workers there beating, dragging, and whipping dairy cows, some of which appear unable to walk, while others have infected or freely bleeding wounds. Nestlé and Foremost Farms USA denied any knowledge of the abuse.
On September 8, 2014, DiGiorno posted a tweet that read, "#WhyIStayed You had Pizza." The hashtag WhyIStayed went viral in the midst of a controversy brought out by the Ray Rice scandal of domestic abuse. There was a great amount of negative feedback from Twitter users aimed at the DiGiorno Twitter account. DiGiorno tweeted an apology promptly after the backlash it received. The hashtag was a central point where women had been discussing why they stayed in abusive and violent relationships. DiGiorno stated that they did not know what the hashtag was about before posting that tweet.
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Wikipedia