La Rossi Pizza

What La Rossi Pizza does

La Rossi Pizza is a privately held, DTC frozen pizza brand operated as Food Assembly NYC LLC, founded in 2020 and based at a shared commissary kitchen (Food Assembly NYC) at 63 Flushing Avenue, Brooklyn, with company filings registered in New York. It sells a deliberately narrow portfolio of four 10-inch hand-stretched frozen pizzas — Margherita, Maialina, Veggie, and Just Crust — priced between $10.99 and $14.99 per pie, either as singles or in bundle packages.

The core product technology centers on a dough made from a blend of local, organic stone-ground wholegrain flour and white flour, fermented overnight before baking, then blast-frozen and vacuum-packed to preserve flavor and texture. The company positions the product against brick-oven-quality benchmarks and emphasizes ingredient provenance, sustainability, and a charitable contribution to Slow Food New York City.

Commercially, La Rossi runs a direct-to-consumer model through a Shopify storefront with three fulfillment options: Tuesday–Thursday pickup from its Brooklyn commissary, local delivery to Brooklyn, Manhattan, and Queens, and regional shipping to NY, NJ, CT, MA, RI, and PA with a $44 minimum order. Revenue is generated entirely from one-time consumer purchases; a wholesale and small-lot co-packing inquiry channel was added as a potential B2B extension. Marketing relies on an owned email newsletter ("Pizza Party"), on-site blog content, and earned media coverage from NYT T Magazine, Thrillist, La Cucina Italiana, Esquire, and Taste Cooking in 2021.

Name

La Rossi Pizza

Legal name

Food Assembly NYC LLC

Website

https://larossipizza.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

La Rossi Pizza is a DTC frozen pizza brand selling four organic, stone-ground flour pizzas (Margherita, Maialina, Veggie, Just Crust) direct to Northeast US consumers via Shopify, with Brooklyn pickup, NYC delivery, and regional shipping.

Ownership category

akta.pro rank

Product category

Frozen Pizza

NAICS

Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Commercial Bakeries (311812)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Pizza & Flatbreads (CRADADAB)

Keywords

• Frozen pizza products
• Organic frozen meals
• Artisan frozen pizza
• Direct-to-consumer food
• Stone-ground pizza crust

Headquarters

HQ city

Nyack

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct product sales: One-time sale of frozen pizzas and pizza bundles through e-commerce storefront with fulfillment via pickup, local delivery, or regional shipping

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

La Rossi Pizza produces and sells premium frozen pizzas made from a blend of local, organic stone-ground wholegrain and white flour with overnight fermentation. Each pizza is fully baked, blast-frozen, and vacuum-packed to preserve brick-oven quality for at-home reheating. The company sells directly to consumers via its Shopify e-commerce site, supported by store pickup at its Brooklyn kitchen, local delivery in Brooklyn/Manhattan/Queens, and regional shipping across six Northeastern U.S. states.

Product overview

La Rossi Pizza offers a focused portfolio of four frozen pizza products: Margherita, Maialina, Veggie, and Just Crust. All pizzas are 10-inch hand-stretched, made with a blend of local organic stone-ground wholegrain flour and white flour, fermented overnight, blast-frozen, and vacuum-packed. Products are sold as individual singles or in bundle packages. The company operates from Brooklyn, NY, with store pickup and regional shipping available across NY, NJ, CT, MA, PA, and RI.

Differentiator

Problem solved

Functional benefit

Products and services

• Frozen Margherita

Quantifiable outcome

• Supports local producers committed to sustainability across the food system
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Slow Food New York CityminorOthersA portion of La Rossi Pizza sales goes towards supporting Slow Food New York City, a nonprofit organization focused on good, clean, and fair food. This represents a charitable giving/social impact partnership rather than a commercial arrangement.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Newman's Own: Frozen pizza brand with a parallel mission-driven model — all profits go to charity. Comparable to La Rossi through frozen pizza category, premium positioning, and social-impact giving partnership as a core brand pillar.
• Amy's Kitchen: Premium organic frozen meal brand with a robust frozen pizza line. Comparable to La Rossi through shared emphasis on organic ingredients, sustainability messaging, and premium price point within the frozen category.
• Roberta's Pizza: Brooklyn-based pizzeria that has extended into a frozen pizza product line with similar artisan positioning. Comparable to La Rossi through shared NYC origin, premium DTC frozen pizza offering, and brand story built around craft ingredients and technique.
• Screamin' Sicilian: Premium frozen pizza brand focused on bold, hand-crafted-style pizzas with regional Italian inspiration. Comparable to La Rossi in positioning frozen pizza as artisanal rather than commodity, with a similar flavor-forward brand voice.

Broad incumbents

• Tombstone: Mass-market frozen pizza brand with national retail presence. Comparable to La Rossi as a same-category competitor, illustrating the low end of the price-quality spectrum that defines the artisanal positioning gap La Rossi targets.
• DiGiorno: Mass-market frozen pizza category leader owned by Nestlé. Comparable to La Rossi as the dominant share-taker in the same frozen pizza category, but competing on price, distribution breadth, and marketing scale rather than craft positioning.
• California Pizza Kitchen: Restaurant brand that extended into a premium frozen pizza retail line. Comparable to La Rossi through frozen pizza SKU portfolio targeting premium consumers with restaurant-quality positioning.
• Freschetta: Established mid-tier frozen pizza brand owned by Schwan's. Comparable to La Rossi as a frozen pizza competitor targeting consumers willing to pay above mass-market for perceived higher quality.

Emerging players

• Real Good Foods: Emerging DTC frozen food brand with pizza-adjacent offerings and a similar focus on better-for-you ingredients. Comparable to La Rossi as a small premium frozen brand competing for the same health-conscious DTC consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/intent/tweet?text=Check%20out%20this%20product:+https://larossipizza.com/products/la-rossi-vegetarian
• Facebookfacebook.com/sharer.php?u=https://larossipizza.com/products/la-rossi-vegetarian&t=Frozen%20Veggie
• Pinterestpinterest.com/pin/create/button/?url=https://larossipizza.com/products/la-rossi-vegetarian&media=//larossipizza.com/cdn/shop/products/vegcutout_2000x.jpg?v=1674669326&description=Frozen%20Veggie
• LinkedInlinkedin.com/company/la-rossi-pizza

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about La Rossi Pizza