Beloved frozen pizza brand discontinued after nearly six decades on US supermarket shelves
Conagra Brands has discontinued Celeste frozen pizzas, ending a nearly six-decade run for the budget-friendly favourite. The decision is part of a wider strategy to simplify its product portfolio, cut less profitable brands and redirect resources towards stronger growth opportunities.
Conagra Brands has announced the discontinuation of the beloved frozen pizza brand Celeste after nearly six decades on US supermarket shelves. The decision is part of a wider effort to simplify the company's product portfolio and prioritise businesses with stronger growth prospects. Celeste, which originated with "Mama" Celeste Lizio in Chicago before being acquired by Quaker Oats in 1969, has become a nostalgic symbol for many customers who associate it with family meals and budget-friendly dinners.
Conagra CEO John Brase stated that the company is prepared to discontinue smaller brands that offer limited financial returns. The discontinuation of Celeste is expected to build benefits over the next 12 to 18 months as Conagra refocuses on more profitable categories such as meat snacks and popcorn.
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