One breakout product is a win. A repeatable platform is a business. That distinction is exactly what's driving the latest move out of Brooklyn, where The Pizza Cupcake—the frozen handheld that charmed both Shark Tank viewers and Citi Field crowds—is rebranding as Incredifulls.
Announced July 21, 2026, the rebrand signals a deliberate shift from a single hero SKU to a "better-for-you" platform built to reinvent the comfort foods people grew up loving. And to prove the platform thesis, the company is dropping PB&J Cups this fall.
From One Hit to a Handheld Platform
The Pizza Cupcake earned its stripes the hard way—building a following through New York staples like Smorgasburg and Citi Field before a 2021 Shark Tank appearance vaulted it to national attention. Rather than ride that single product, co-founders Andrea Meggiato and Michelle Jimenez-Meggiato are betting the brand equity is bigger than pizza.
"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."
At the center of it all is the company's proprietary, trade-secret brioche-sourdough crust—the connective tissue that lets the brand carry bakery-quality texture and wholesome ingredients across very different flavor profiles in a convenient frozen format.
The Incredifulls Portfolio Today
- The Pizza Cupcake — the breakout product that reimagined pizza in an entirely new shape, wrapped in the signature chef-crafted dough.
- Breakfast Cups — made with cage-free scrambled eggs, real cheddar cheese, cream cheese and everything seasoning, packing 8g of protein per cup for a convenient, elevated morning option.
- PB&J Cups — the newest innovation, reimagining one of America's most iconic comfort foods as a frozen handheld.
The through-line is clear: nostalgia, chef-crafted quality and convenience, engineered to stretch across dayparts and occasions—breakfast, snacking, lunchbox and beyond.
"Growing up in Italy taught me that cooking is both tradition and creativity," said Andrea Meggiato, Co-Founder. "With Incredifulls, we get to experiment and share that joy with the world."
A Founder Roster Worth Noting
Incredifulls is backed by a notable group of early investors, including Lori Greiner, Caleb Followill of Kings of Leon, Kevin Pollak, Andy Mendelsohn, Lily Aldridge, Neal Batra, Zack Bia and John Terzian. Combined with established national retail relationships and an expandable product architecture, the company is positioning itself as a next-generation player in frozen handhelds.
As parents and co-founders, Michelle and Andrea say they approach innovation through a parents' lens—creating convenient foods that deliver on quality, craft and comfort without asking consumers to compromise.
Why It Matters
For grocers, distributors and foodservice buyers, the Incredifulls rebrand is a case study in one of the food industry's most durable growth strategies: converting a single viral product into a platform brand that can occupy multiple set positions.
Here's the practical read for operators and buyers:
- Platform brands earn more shelf and menu real estate. A rebrand anchored on a shared proprietary dough means merchandisers can build a multi-SKU frozen destination rather than a one-item bet—improving category velocity and cross-selling.
- Better-for-you + nostalgia is a proven pairing. Cage-free eggs, real cheese, 8g of protein and a chef-crafted crust let buyers meet clean-label and protein demand while leaning on comfort-food familiarity that still drives impulse purchases.
- Daypart flexibility de-risks the buy. Pizza, breakfast and PB&J span morning, snacking and lunch occasions—useful for c-store, campus, and grab-and-go programs looking to fill more slots with fewer vendor relationships.
The takeaway: watch how heritage comfort foods are being re-engineered as portable, protein-forward, chef-credentialed handhelds. It's a template competitors and private-label teams will study closely.
Following the frozen handheld and better-for-you space? Explore how emerging brands are winning with protein and function in G.S. Gelato's protein 'Pumped Up' vanilla launch, and see how female-founded functional snacking is scaling in Fields Good's functional cookies. Then tell us in the comments: which nostalgic comfort food should get the frozen handheld treatment next?
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 founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
