General Assembly Pizza Announces Largest Retail Partnership to Date with Fortinos Supermarket

Today, General Assembly Holdings Limited (“GA Pizza” or the “Company”) (TSXV: GA) and Fortinos Supermarket, a Loblaw Companies Ltd. (“Loblaw”) owned grocery chain, have announced a five-store pilot program—the largest wholesale partnership to date for GA Pizza's scaling retail channel. GA Pizza’s premium, naturally leavened frozen pizzas will be available at five Fortinos locations in Burlington, Vaughan, Brampton, Hamilton, and Oakville. Once the pilot is completed, the partnership will be reviewed to determine go-forward plans, which may include further expansion across the Greater Toronto Area-Ontario-based grocery chain’s 23 locations. This collaboration increases GA Pizza’s retailer presence to over 80 stores across Ontario and will enable GA Pizza to drive growth in retail and consumer packaged goods (“CPG”) more than ever before.

Ali Khan Lalani, GA Pizza’s Founder and Chief Executive Officer, confirms this partnership is a great fit for GA Pizza, and says: “This an exciting development that will allow us to further expand our retail footprint, and ultimately introduce GA Pizza to new households across Ontario. Partnering with Fortinos Supermarket, a beloved part of Loblaw’s robust retailers, is a fantastic opportunity to extend our reach more than ever before.”

The pilot program will increase GA Pizza’s retail presence and build market share in untapped regions. Made by real chefs with premium ingredients and all-natural dough, the family-friendly pizzas provide meal solutions for all diets, including meat-free and plant-based options. The par-baked frozen pizzas are delicious, locally made and conveniently cooked in under 10 minutes. GA Pizza will now be available at five Fortinos supermarkets, including the following locations in Burlington, Vaughan, Brampton, Hamilton, and Oakville:

  • Burlington - 2515 Appleby Line @ Hwy 5
  • Vaughan - 8585 Highway 27 @ Langstaff
  • Brampton - 60 Quarry Edge Drive
  • Hamilton - 65 Mall Road
  • Oakville - 493 Dundas St. @ Neyagawa

This announcement comes on the heels of GA Pizza securing a new master production facility—a turning point for the company’s wholesale channel, enabling the company to swiftly scale frozen pizza production. The facility will replace the current model, where production is constrained: “Our new facility is a significant stepping stone for the team—we will finally be able to keep up with demand and forge larger scale wholesale relationships like this to better serve our pizza lovers,” said Lalani.

Beverly Wright, Director of Marketing, said, “Our team was drawn to GA Pizza’s product offering: a premium frozen pizza that’s both easy to cook and delicious. Fortinos is excited to partner with GA Pizza—as a large grocery retailer, this premium, locally-made frozen pizza is a great fit for our customers.”

About GA

GA Pizza began its life as a fast-casual pizza restaurant in the heart of Toronto. Three years later, we also offer a freezer-to-table consumer packaged goods line, and a groundbreaking direct-to-consumer platform: a pizza subscription ( and a gifting service ( 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 at the grocery store or visit

GA Pizza media assets available for download.

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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 anticipated increases to the Company's production capacity at the master facility and the Company's growth strategy.

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 our results of operations; our 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 establish our master production facility; failure to expand production capacity; disruption at our 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; we may not persuade customers of the benefits of paying our prices for higher-quality food; our marketing and advertising strategies may not be successful, which could adversely impact our 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.