General Assembly Pizza Now Available at 59 Locations of One of Canada's Largest Grocery Chains

Milestone deal marks third major launch with a national retailer—now available in more than 350 retail doors nationwide

TORONTO--(BUSINESS WIRE)--General Assembly Holdings Limited (the “Company” or “GA Pizza”) (TSXV: GA), an innovative, premium consumer packaged goods (“CPG”) brand dedicated to making delicious pizzas available to everyone, everywhere, announces that its par-baked, naturally leavened frozen pizzas are now available at 59 Sobeys stores across Ontario.

“Today’s news brings GA Pizzas to 59 Sobeys’ stores in Ontario. In the months ahead, we hope to expand the availability of our products in stores,” said Ali Khan Lalani, Founder and CEO of GA Pizza. “In the first quarter we made significant progress towards our goal of finishing the year at over 400 wholesale retail doors across Canada. The Company’s products are resonating with consumers and this is quickly leading to strong initial retail sell-in. We plan to update investors throughout the year on progress towards our 2022 goals.”

GA Pizza has been rapidly scaling its wholesale frozen pizza channel in response to strong retailer demand, supported by a distribution agreement with UNFI Canada and retail broker Propel Natural Brands. Today’s announcement builds on the brand’s promising early performance with multiple retailers, since introducing a wholesale channel in mid-2021. The Company’s pizzas are now available in 350+ retail doors, and GA Pizza expects to finish 2022 at over 400 retail doors as announced in its corporate update issued on February 7, 2022.

GA Pizza expects to drive awareness and maximize visibility for shoppers with merchandising that further highlights its premium frozen pizzas in the aisle.

For a complete list of retailers carrying GA Pizza, including 59 Sobeys stores, visit https://gapizza.com/pages/in-store.

About GA Pizza

GA Pizza began its life as a fast-casual pizza restaurant in the heart of Toronto. Four years later, we also offer a freezer-to-table consumer packaged goods line and a revolutionary direct-to-consumer eCommerce experience—not to mention a pizza box with more than one pizza in it. Our ambition? Make delicious pizzas available to everyone, everywhere. We’re always working to take pizza to new heights—from showing the world that better pizza is possible, to finding new spaces and places to deliver unrivaled pizza experiences. Find us in your freezer or visit gapizza.com for more information.

Visit invest.gapizza.com or gapizza.com for more information.

Cautionary Notice

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Forward-Looking Information

This press release contains statements which constitute “forward-looking information” or “forward-looking statements” (together “forward-looking information”) within the meaning of applicable securities laws, including statements regarding the plans, intentions, beliefs, and current expectations of the Company with respect to future business activities and operating performance. Forward-looking information is often identified by the words “may”, “would”, “could”, “should”, “will”, “intend”, “plan”, “anticipate”, “believe”, “estimate”, “expect” or similar expressions and includes information regarding expectations relating to retail partnerships and retail doors.

Investors are cautioned that forward-looking information is not based on historical facts but instead reflect the Company’s management’s expectations, estimates or projections concerning future results or events based on the opinions, assumptions and estimates of management considered reasonable at the date the statements are made. Although the Company believes that the expectations reflected in such forward-looking information are reasonable, such information involves risks and uncertainties, and undue reliance should not be placed on such information, as unknown or unpredictable factors could have material adverse effects on future results, performance, or achievements of the combined company. Among key factors and risks that could cause actual results to differ materially from those projected in the forward-looking information may include, without limitation, the following: there being no market for the securities of the Company; the Company’s limited operating history; global economic risk; COVID-19’s impact on the Company; the general economic environment; cybersecurity risks; financial projections may prove materially inaccurate or incorrect; the Company may experience difficulties to forecast sales; general competition in the industry from other companies; management of growth-related risks; reliance on management; risks relating to insurance; changes in food and supply costs could adversely affect profitability and ultimately its results of operations; its business could be adversely affected by increased labour costs or difficulties in finding suitable employees; changes in customer tastes and preferences, spending patterns and demographic trends could cause sales to decline; changes in nutrition and food regulation; failure to expand production capacity; disruption at its facilities; government regulation of the food industry creating risks and challenges; risk associated with food safety and consumer health; changes in internet and social media search algorithms; risks associated with leasing commercial and retail space; third party reliance for shipping and payment processing; environmental laws; the Company may not persuade customers of the benefits of paying its prices for higher-quality food; the Company’s marketing and advertising strategies may not be successful, which could adversely impact its business; requirements for further financing; the Company may prioritize customer growth and engagement and the customer experience over short-term financial results. This forward-looking information may be affected by risks and uncertainties in the business of the Company and market conditions.

Should one or more of these risks or uncertainties materialize, or should assumptions underlying the forward-looking information prove incorrect, actual results may vary materially from those described herein as intended, planned, anticipated, believed, estimated, or expected. Although the Company has attempted to identify important risks, uncertainties and factors which could cause actual results to differ materially, there may be others that cause results not to be as anticipated, estimated or intended. The Company does not intend, and does not assume any obligation, to update this forward-looking information except as otherwise required by applicable law.