- Elaine Wong

Newman's Own has expanded its lineup of organic foods with the launch of four all-natural family-size pizzas in test markets.

The company is currently testing Thin and Crispy frozen pizza in five markets including the New England states, Albany, N.Y., Milwaukee, Wis., Minneapolis, Minn., and Charlotte, N.C. The product is being positioned as a low-calorie pizza that is half the cost of a delivery version. It is priced from $6.49 to $6.99.

Newman's Own, which was co-founded by recently deceased actor Paul Newman, said its goal is to offer consumers a full line of all-natural meal options. (It already offers organic lemonade, pasta sauce and salsa.) The pizza comes in four flavors: Supreme, Four Cheese, Roasted Garlic and Chicken and Uncured Pepperoni.

By adding pizza to its offerings, Newman's Own enters a category traditionally dominated by household favorites like Schwan's Freschetta and Kraft's DiGiorno. Like its competitors, Newman's Own hopes to bridge the gap between frozen and all natural, high-quality foods.

Darren Tristano, evp at Chicago-based market research firm Technomic, said the challenge for pizza marketers like Newman's Own is in proving that a frozen product is both "all natural" and "better for you."

"[But] the quality of frozen pizza has improved dramatically over the past five years," said Tristano, adding that younger generations are most likely the ones to embrace the "organic positioning and social consciousness."

Keeping up with its tradition, Newman's Own said it would donate after-tax net profits from pizza sales to charitable organizations.

"With Paul Newman's recent passing, his name may become less relevant to consumers, so the brand will need to build around what the company stands for and its charitable efforts. This will be a key to their success," Tristano said.

Newman's Own, Westport, Conn., spent $8 million on U.S. advertising in 2007 and $7 million through August of this year (not including online), per Nielsen Monitor-Plus.