Abstract

In 2003, the world’s largest frozen pizza processing company, the US-based Schwan Food Company (Schwan), won a lot of recognition for one of its new products, Red Baron Stuffed Pizza Slices. In the light of this, the case discusses how new product development was carried out at this company, focusing on its unique ‘innovation through communication’ formula. After providing information on Schwan’s history, it examines the reasons why companies in the US frozen pizza industry were forced to look at product development as a differentiating factor in the early 21st century. Thereafter, it describes in detail Schwan’s new product development approach with respect to Red Baron Stuffed Pizza Slices. Finally, the case provides some information on the company’s product innovation led future plans. The teaching note provides detailed guidelines as to how this case can be used for explaining the new product development process.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The frozen pizza industry in the US and the evolution of Schwan.

Keywords

2003, world largest, frozen pizza, US, Schwan Food Company, Schwan, Red Baron, Stuffed Pizza, Slices, new product development, innovation through communication formula, Schwan's history, differentiating factor , 21st century, Red Baron Stuffed Pizza Slices, product innovation, future plans