Canadian Pizza Magazine

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General Assembly Pizza announces major retail expansion in Western Canada


Toronto – General Assembly Holdings Limited is expanding its premium frozen pizza subscriptions to eight retail chains in B.C. and Alberta. As a result, GA Pizza products are now available in over 200 grocery stores in Ontario, B.C. and Alberta.

This is an increase of over 60 per cent versus the third quarter of 2021 and more than halfway to the company’s 2022 target of 400 total subscriptions by year end.

This is GA Pizza’s debut in Alberta.

GA Pizza is partners with retail broker Propel Natural Brands and the expansion is supported by a distribution agreement with UNFI Canada.

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“We introduced our pizzas in Vancouver and the Lower Mainland through our DTC channel late last year, and the overwhelming consumer response in that market validated our go-to-market strategy, giving us the confidence to continue building our footprint,” said Ali Khan Lalani, founder and CEO of GA Pizza. “This early demand helped us to add over 50 new retail doors in Western Canada in less than 45 days, and we expect further demand to drive growth in these dynamic markets, especially as we leverage partnerships with national and local grocers.”