The Pizza Cupcake is retiring its name. The Brooklyn-based frozen handheld brand — known for its Shark Tank appearance and national retail placement — is relaunching as Incredifulls and broadening its portfolio beyond pizza to cover multiple dayparts with better-for-you, chef-crafted frozen formats.
The rebrand, announced July 21, coincides with the fall launch of PB&J Cups, a frozen handheld riff on the classic sandwich. The move signals a deliberate shift from single-product novelty to platform brand — a strategy increasingly common among emerging frozen food companies seeking to reduce SKU concentration risk and deepen retailer shelf presence.
The Portfolio Play
Incredulls now carries three products across dayparts: The Pizza Cupcake, the original product that drove national recognition; Breakfast Cups, made with cage-free scrambled eggs, real cheddar, cream cheese, and everything seasoning at 8 grams of protein per cup; and the incoming PB&J Cups. The through-line is a proprietary brioche-sourdough crust the company describes as a trade-secret recipe, designed to deliver bakery-quality texture in a frozen format — a differentiator as foodservice operators and retail buyers alike face increasing consumer demand for premium convenience.
"Our objective has never been to build one successful product," said Michelle Jimenez-Meggiato, Co-Founder of Incredifulls. "We're building a platform that allows us to continually reimagine the foods that families have always loved."
For foodservice buyers, the daypart spread matters. Breakfast handhelds remain one of the fastest-growing segments in both QSR and convenience-store channels, while nostalgic comfort-food formats — from pizza bites to PB&J — have shown resilience as operators look for high-margin, low-labor frozen items that travel well in off-premise and grab-and-go settings.
Retail Foundation, Foodservice Upside
Incredulls enters its rebrand with established national retail relationships already in place, giving it a distribution foundation that most emerging frozen brands spend years building. That retail penetration also creates a viable path into nontraditional foodservice channels — college dining, corporate cafeterias, and convenience-store foodservice programs — where branded frozen handhelds with clean-label positioning have found growing acceptance.
The company is backed by a roster of early investors including Shark Tank personality Lori Greiner, whose involvement helped fuel the brand's original national visibility following a 2021 episode. Co-founder Andrea Meggiato, who cited an Italian culinary upbringing as the creative driver, positions the platform around craft-meets-convenience — a framing that resonates with better-for-you retail buyers and operators building premium snack and grab-and-go programs.
For operators tracking the frozen handheld category, Incredifulls' rebrand is worth watching as a case study in SKU-platform strategy. Brands that secure retail shelf space on a single hero product and then layer in adjacent daypart SKUs are increasingly attractive to buyers seeking consolidated vendor relationships. Whether the PB&J Cups launch translates that retail momentum into broader foodservice channel penetration will be the next test for the relaunched brand — and a signal for how nostalgic comfort formats perform beyond the frozen food aisle.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
