Wie viel bist du bereit, für eine Tiefkühlpizza auszugeben?© IMAGO / C3 Pictures
Supermarkt
Frozen pizza has long been considered a budget-friendly option. However, a startup from Bavaria has decided to take a different route, charging up to 12.90 Euro for some varieties.
24.07.2026, 14:0624.07.2026, 14:06
When purchasing frozen pizza, most consumers expect an affordable price. This expectation is what makes the new offering from the brand Freda stand out, with prices reaching up to 12.90 Euro per pizza. Freda is a young company based in Passau that aims to transform pizza from a cheap convenience product into a culinary experience reminiscent of what customers enjoy in a traditional pizzeria.
Quality at a Premium Price
The company uses a significantly more elaborate manufacturing process than many traditional frozen pizzas. Their dough is allowed to rest for 48 hours before being hand-tossed and topped. A portion of the production takes place in Passau, while the remainder is done in a partner facility near Naples, Italy.
This premium positioning is reflected in the price. However, Freda argues that their pizzas are still cheaper than ordering from a delivery service or dining at a restaurant, according to the “Handelsblatt“.
Consumer Ratings and Recognition
Freda has already garnered attention from Stiftung Warentest, a well-known consumer testing organization. The “Salami Sensation” flavor received a top rating of 1.0 in taste tests. However, testers did note that the pizza has a relatively high level of salt and calories, a common critique of many frozen pizzas.
Expansion and Market Competition
Today, Freda’s products are not confined to their online shop but are also available at Kaufland and Billa Plus in Austria. According to the company, two-thirds of their sales now occur in physical retail outlets. They are also expanding their product line, which now includes additional frozen meals and “Frozen Blocks” that can be taken out in portions.
The frozen pizza market remains highly competitive. Brands like Gustavo Gusto, Dr. Oetker, and Wagner are also focusing on premium frozen pizza offerings. Meanwhile, regular discount promotions keep the pricing pressure high.
In conclusion, Freda’s ambitious pricing of up to 12.90 Euro for frozen pizzas challenges traditional perceptions of budget-friendly food. Whether the market will accept this premium approach remains to be seen, but the emphasis on quality and authenticity could resonate with consumers seeking a more gourmet pizza experience.
