Beloved frozen pizza brand Celeste discontinued, goes off shelves after nearly 60 years: Why was it discontinued?

The popular frozen pizza brand Celeste had been discontinued. Conagra Brands has officially ceased the production of the budget-friendly pizza after its historic six-decade presence in US grocery stores.

The conglomerate owns several brands like Slim Jim, Duke’s and Orville Redenbacher’s. The frozen pizza line has been sold in grocery stores across the country since 1969. The line began when a family-owned business began producing them locally in Illinois in 1962. The brand was later acquired by the Quaker Oats Company. The brand came to be known for its distinct personal-sized pies and the image of the smiling “Mama Celeste”.

Company officials announced the decision during the first quarter of fiscal 2027 earnings call on September 30. This marked a significant shift in the company’s expansive frozen food portfolio.


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How did the brand get its name?

The brand took its name from Celeste Lizio, who was born in Sant’Angelo all’Esca in Italy in 1908. Celeste and her husband went on to open a small Italian grocery store in the 1930s in Chicago. The store gained popularity for Celeste’s homemade recipes.

The couple then opened a restaurant on Chicago’s West Side. By the 1950s their four children transformed the business. They began selling homemade goods from the store to other local restaurants. They later closed the restaurant to focus on franchising their frozen products. The franchise went national in 1969. Celeste, the brand’s namesake, passed away in 1988.

Why is the iconic brand being discontinued?

According to the company’s representatives the decision to retire the product line comes from a broader corporate strategy. The company said it aims to streamline its operations and increase overall profitability.

During its earnings call, the company said it had recently conducted a review of its stock-keeping units across its vast food portfolio. It was then determined that exiting the Celeste business would reduce procurement and manufacturing costs.

The conglomerate intends to redirect its resources toward higher-growth items that have larger operational scale. This would help it simplify its core platforms and hence increase its financial margins.

The company’s chief executive John Brase has also indicated that the company is prepared to discontinue its smaller brands that offer low financial return. “There are certain brands and categories where we simply just don’t see a future, and it makes sense to exit those small, really unprofitable brands as soon as possible,” Brase had said.

Brase had also pointed out the company’s range of over 400 single-serve meal products as an area where a more focused range may improve the performance. The firm plans to increase investment in these categories. These include meat snacks and popcorn.

When will the frozen pizza brand disappear from grocery stores?

Even though the product’s manufacturing has been halted permanently, people may still spot the pizzas in freezer aisles for a limited time. A spokesperson confirmed that the company will continue to distribute and sell its existing inventory.