Expo West: The Pizza Cupcake Realigns As Incredifulls To Expand Use Occasions

The Pizza Cupcake has outgrown its original moniker as consumer demand has pushed the brand to expand into new use occasions and unveil a new, broader-reaching name this year at Natural Products Expo West.

According to co-founder and CEO Michelle Jimenez, the rebrand to Incredifulls from The Pizza Cupcake will allow the company to bring its flagship brioche dough to new products designed for a variety of eating occasions throughout the day.

Check out the full interview to understand what spurred the name change and new innovation as well as glean insights from Jimenez on how the company’s origins in quick-service restaurants and ecommerce have impacted its retail trajectory.