Idea

How
Squeezeeta
was born

Squeezeeta was born from the need to combine a fast life with the pleasure of eating healthy, wholesome food prepared with one's own hands while having fun. A highly felt need both in North America and now in all major metropolitan centers where life is getting more and more frenetic. Laura Lombardo, inventor of this new technology during her experience as a young immigrant of Sicilian descent was the perfect example. Laura moved to North America in 2014. From the beginning struggling to combine work, university, networking and other business ventures, it took little time to realize that had become extremely complicated finding time to prepare a good meal at home, as good Italian tradition requires. And especially pizza is one of the traditionally more time-consuming and intricate recipes, requiring some experience and manual dexterity.

One evening, very tired after a very long day's work, Laura set out to prepare a pizza dough in the way she was taught by her grandmother but made a mistake in the proportions of the ingredients. The result was a disaster, the dough came out too liquid. Her grandmother would have thrown it away! But Laura decided to continue the preparation and was amazed at the ease with which the dough spread out on the baking sheet, and how it managed to hold all the toppings without sinking, she finished the preparation and put it in the oven.

The final result was a delicious pizza! Good enough to exclaim in Italian “Squisita!" In that instant, Laura realized that she had found the solution to the problem she had been facing for some time, and that millions of other people like her were facing: preparing a nutritious meal, tasty, fresh, wholesome, homemade, on time and at an affordable price! The refinement of the recipe and the idea of using packaging that allows the dough to be squeezed and imaginatively composed made it even more convenient, fun and creative to prepare.

All that was missing was the name, but it was already there, like the first exclamation "squisita!" re-adapted from Italian to English with the integration of "squeeze". It was all set. Set the table, the pizza is Squeezeeta!

FASTER, EASIER, GENUINE

Unlike traditional pizza rolls, Squeezeeta does not require any additional processing by the consumer, but simply to squeeze the dough onto the baking sheet, season to taste, and bake for just 10 minutes. In fact, its special formula ensures that the toppings remain above the dough without sinking to the bottom of the pan. Until now, pizza making at home or in a restaurant has involved a long, slow, complex, and staged process of adding ingredients one at a time and observing fairly long resting times. Similarly laborious process in the factory as well, where complexity results in investments of millions just to purchase the machinery. Result: productivity flattens but production costs soar.

Another advantage of the Squeezeeta formula is that it does not need to be pre-cooked, as is the case with frozen pizzas. In fact, the latter in order to prevent them from remaining raw when processed in normal domestic ovens, are pre-baked in industrial ovens. For all the reasons listed above, Squeezeeta comes to the market with a record-breaking final price, euro 2.80 retail for 350gr of product (corresponding to 2 medium pizzas) -- compared with an average price of euro 2.90 for pizza buns and pizza-crusts, and euro 3.50 for the cheapest frozen pizzas.

But Squeezeeta is much more genuine than frozen pizzas, which suffer from the addition of a huge amount of additives and preservatives in order to maintain precooked conditions. Squeezeeta's freshness and lack of precooking avoid the same drawback.

Many people do not have time for slow food, and many others cannot even afford it. But everyone has the intelligence and sensitivity to appreciate it! Squeezeeta is the only product that can offer a third way, beyond the compromise between quality and convenience.

Squeezeeta is:

+ CUSTOMIZABLE

Squeezeeta is the first product in the pizza industry to incorporate the element of customization, in terms of shape, size and crust thickness. Simply squeeze less of the mixture onto the pan to make tiny pizzas ideal for those with calorie restrictions. Instead, by flattening or not flattening the squeezed mixture on the pan, the height of the crust can be adjusted: from very thin and crispy to taller and softer. One can also create pizzas in the shape of letters, hearts, depending on how the mixture is squeezed or the use of specially shaped baking pans. Even, through the use of 3D pans, one will be able to make real pizza models. Currently, there is no product on the market with similar features.

+ VERSATILE

Squeezeeta is ideal product not only for retail but also for food service, enabling restaurants/ pizzerias/caterers to offer a superior product-in less time, less cost, less labor, and less training for pizza makers. Squeezeeta also can be used as the base dough for making, not only pizza, but also bread, focaccia, panzerotti, calzone, pasta, crepes, pancakes...etc. Squeezeeta dough will be presented for all tastes and in different lines: multigrain, whole wheat, gluten-free, chili, with oregano, wild fennel etc.

+ Squeezeeta

Squeezeeta tastes like homemade pizza - since the dough is not pre-cooked, nor frozen, but cooks at the same time as the toppings, ensuring that the flavors blend best.

+ INNOVATIVE

The pizza industry is extremely competitive, and so it is really rare for there to be enough innovation to distinguish one manufacturer from the competition; market offerings are almost uniform around the world. But Squeezeeta, once again, makes a difference! Not only is it an innovation, but it is on a global scale (even in China and North America)! The invention is protected by international patent (international utility patent) from sole owner Laura Lombardo.