Better-for-you frozen food brand Tattooed Chef is entering the premium pizza segment with a new cottage cheese-based crust, as manufacturers race to add protein and functionality to mainstream comfort foods.

The US-based company said it will launch a line of pre-made, ready-to-bake cottage cheese crust pizzas in March, positioning the product as a high-protein alternative to traditional frozen pizza.

The launch comes as frozen food producers seek to revive category growth by tapping demand for protein-rich, gluten-free and 'better-for-you' formats, particularly among younger consumers who remain price-sensitive but increasingly health-focused.

Tattooed Chef said the cottage cheese crust delivers higher protein content than conventional frozen pizzas, leveraging renewed consumer interest in dairy-based protein following the resurgence of cottage cheese across social media and foodservice menus.

The new line will debut in four SKUs – Killer Bee, Spicy Vodka, Bianca and Four Cheese – flavours that the company said have previously performed well with its consumer base.

Founder Sarah Galletti said the launch marks a shift in how the brand approaches frozen pizza innovation, moving beyond vegetable-based crusts towards protein-led reformulation.

Tattooed Chef rose to prominence during the cauliflower-crust boom of the late 2010s but is now pivoting as the category matures and competition intensifies.

Industry analysts have pointed to frozen pizza as a key battleground for value-added innovation, with brands under pressure to justify premium pricing through functional claims such as protein enrichment, gluten-free credentials and cleaner labels.

Retailer distribution across three major US grocery chains suggests confidence in consumer uptake, despite ongoing cost pressures across dairy, cheese and frozen logistics.

The range will roll out nationwide at Albertsons, Kroger and Sprouts, with a recommended retail price of $6.99.