The Pizza Cupcake is officially retiring its name. The Brooklyn-born brand has rebranded as Incredifulls and is repositioning itself as a multi-product better-for-you frozen handheld platform, adding PB&J Cups to a portfolio that already spans pizza and breakfast dayparts.
The strategic name change signals a deliberate push beyond the brand's single-SKU identity. Co-founder Michelle Jimenez-Meggiato said the company's goal has always been platform-building, not product-building — a distinction that matters as frozen handheld competition intensifies in both grocery and convenience channels. The Incredifulls name is designed to travel across categories as the brand scales its national retail footprint.
The Portfolio Play
Three SKUs now anchor the Incredifulls lineup. The original Pizza Cupcake remains the flagship, wrapped in the brand's proprietary brioche-sourdough crust — a chef-crafted dough the company describes as its trade-secret competitive differentiator. Breakfast Cups, made with cage-free scrambled eggs, real cheddar cheese, cream cheese, and everything seasoning, deliver 8 grams of protein per unit and target the morning daypart. PB&J Cups, the newest entry, reimagine a classic comfort-food pairing in frozen handheld form and are slated for a fall launch.
The common thread across all three is the proprietary dough, which positions the brand against commodity frozen snacks on both texture and ingredient quality. For convenience operators evaluating frozen handheld sets, that crust distinction is the shelf-differentiation argument — a bakery-quality bite in a format sized for the grab-and-go case.
C-Store Relevance
Frozen handhelds have earned growing floor space at convenience retailers as operators look to supplement roller grill programs with grab-and-go options that skew better-for-you. Items with visible protein counts and clean-label ingredient decks have particular traction with millennial parents, a demographic Incredifulls is explicitly targeting — both founders frame innovation through a parents' lens.
The breakfast daypart opportunity is especially relevant for c-store buyers. Breakfast Cups' 8-gram protein claim and cage-free egg positioning fit the narrative convenience chains have been building around morning foodservice programs that can compete with QSR drive-throughs. PB&J Cups, meanwhile, extend the brand into the snack and kids'-meal occasion — a set that performs well in family-travel corridors.
Incredulls carries Shark Tank credibility from a 2021 appearance and counts Shark Lori Greiner among its early investors, alongside a roster of celebrity backers. That brand-awareness foundation can reduce trial friction at retail, particularly for a frozen item asking shoppers to pay a premium over legacy handheld brands.
With national retail relationships already in place, the rebrand looks less like a pivot and more like a platform unlock — one that c-store buyers evaluating the frozen handheld category will want to track heading into fall resets.
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 Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
