The first stone pizzas from Hasa’s new production line are already expected to leave its facility in September. With this production line, the pizza works from Burg, Saxony-Anhalt, which was founded only in 2006, doubled its production capacity from 60 to 120 million units per year. The new production not only meant that more pizzas could be manufactured, but more innovative ones as well. New developments will already be put on display and described to store-brand consumers at the InterCool tradeshow.
While Hasa in Burg has only been producing pizzas for six years, for the last two years its production capacity has barely met its needs. “We’ve continually sold out since 2010,” explains managing director Andreas Czayka. The logical decision was to expand.
In 2011, investment was initially made in a fully automatic deep-freeze warehouse with 5,000 slots. The year 2012 then witnessed an expansion in the production. Hasa reports that a total of €17 million were directed toward these upgrades. It is anticipated that in September the capacity bottleneck will be a thing of the past. However, not only will there be more production, but the products themselves will also be produced in a different way. Czayka explains: “The latest generation of stone pizzas baked in the new production line will have very thin and crispy crusts.” With the Italissimo Premium-Range pizza, Hasa’s private label packaged in red, the first results of this new type of product were already developed and successfully brought to the market in 2011. “We want to use this technology to help businesses expand their store-brand segment with new and innovative products,” notes the managing director. “Greater variety with exceptional new and innovative products – the store brand, in other words, as an innovative trendsetter.”
Here, the aim is to give a high priority to production that is largely free of artificial ingredients. Two of Hasa’s stated goals are to manufacture products that are “clean label” and “restaurant quality.” It is anticipated that examples of this will already be available for sampling at the InterCool tradeshow. Plans are also in the works for coming up with innovative recipes and concepts, for both organic and conventional products, in close cooperation with store-brand consumers. As Andreas Czayka explains, Hasa has already demonstrated with the new product range “Italissimo-Premium” that innovative products can bear very positive results. Indeed, the five special varieties – “Chicken Döner,” “Thai Sweet Chicken,” “Antipasti,” “Salame Piccante,” and “Rucola e Balsamico” – have been a tremendous success.