The better-for-you food industry is expected to grow by 6.6% by 2030 and California-based Milton’s Craft Bakers aims to be part of it with frozen and ambient offerings.

In the freezer case, Milton’s offers a range of flavorful, gluten free Thin & Crispy Cauliflower Crust Pizzas found in grocery and club stores nationwide, including Sprouts, Whole Foods Market, Albertsons, Safeway, Kroger, Walmart, Costco and Amazon. The company earlier this year marked its 28th anniversary and is in the midst of a brand refresh.

John Reaves, CEO of Milton’s Craft Bakers John Reaves, CEO of Milton’s, shares more in our C-Suite Q&A.


What are some of the trends driving growth in the better-for-you food category?

We are seeing continuing “premiumization” of the frozen pizza category, which gives retailers an opportunity to bring in higher quality frozen pizzas that deliver a restaurant-like experience at a fraction of the cost. As consumers face ongoing economic pressure, combined with nostalgic food items making a comeback, the frozen pizza category is in a unique position to provide shoppers with a meal option that offers great value while satisfying the desire for great-tasting products. However, as consumers become more discerning, many are looking for more than just great taste – they want a better-for-you version of their favorite food made with high quality ingredients, and that’s where Milton’s Cauliflower Crust Pizzas offer a solution to meet those consumer needs at once.


How does Milton’s approach product development and its approach to new frozen foods?

Milton’s is committed to reimagining what people eat by providing delicious, better-for-you food, including our thin and crispy cauliflower crust pizzas, so naturally, innovation is a key part of our product development process.  We understand that consumers are increasingly looking for healthier versions of their favorite foods without having to sacrifice the taste and texture that they love, which has often been the case with gluten free foods. By discovering the hidden talents of high-quality, recognizable, and delicious ingredients, Milton’s crafts pizza that delivers superior taste and texture while satisfying the needs of gluten free consumers – no trade-off required.


Milton's Pulling Slice
Milton’s is in the midst of a brand refresh as it celebrates its 28th anniversary. Courtesy Milton’s Craft Bakers


What can you tell R&FF about Milton’s upcoming brand refresh?

You might be surprised to learn that Milton’s just celebrated its 28th year, and while the brand has evolved over time, our growth - across categories and in sales – presented us with an opportunity to take a fresh approach to the overall look and feel of Milton’s.

We know that for the Milton’s consumer, taste is the number one factor driving their purchase decision, and that they’re willing to pay more for better-for-you products, which meant that the redesign needed to highlight just how incredible our products are, both from a quality and taste perspective. Our delicious food and flavors are now front and center to reinforce taste appeal and help influence the purchase decision at the shelf.

Additionally, our consumers are extremely loyal with some of the highest repeat purchase rates in our respective categories, yet our brand awareness remained low, so the redesign also needed to anchor the Milton’s brand across all our products. We want to make it clear to shoppers that the Cauliflower Crust Pizza, Gluten Free Crackers, and Gourmet Crackers they love are all from the same brand they trust, which is why we now feature a much bolder, more prominent brand name on the package. The new packaging design celebrates the best of Milton’s for both our longtime fans and consumers who have yet to discover the brand. 


What is on the horizon for the fresh/frozen better-for-you category and for Milton’s specifically?

We’ve been busy over here at Milton’s! In the first half of the year, we’ve already launched four new delicious pizzas: Supreme, Meat Lover’s Trio, Grilled Chicken & Bacon, and Mediterranean.  While Supreme and Meat Lover’s Trio Pizzas have been a staple in the frozen pizza category, our new take on these fan favorites brings a fresh twist by using premium and high-quality ingredients, all while being Certified Gluten Free.

Unique to the frozen pizza category, Milton’s Grilled Chicken & Bacon features premium pieces of grilled white meat chicken complemented by a zesty, savory red pepper sauce with a hint of heat, which consumers continue to seek out. And with the high protein trend showing no sign of slowing down, all three of these pizzas provide protein-rich meal options that are made with high-quality proteins – something that can be more challenging to find in the frozen aisle. Milton’s Mediterranean Cauliflower Crust Pizza introduces a differentiated global flavor to the frozen pizza category, especially for those consumers who prefer a vegetable-forward option. Generously topped with roasted red peppers and zucchini, Kalamata olives, red onion, sun dried tomatoes, and real Mozzarella and Feta cheeses, our Mediterranean Pizza is really something special.

We are excited to expand distribution for all of these items through the rest of the year while we continue to work behind the scenes on some new and exciting innovation that will take the brand into a new frozen category.