From Citi Bike to Whole Foods: The Journey of Loopini's High-Protein Pizza
I Pitched My Product From a Citi Bike — And Ate It for 100 Days Straight. Now It’s in Whole Foods and Surpassing $700,000 a Year.
Image: Entrepreneur
Damiano Messineo and Lorenzo Felli co-founded Loopini, a high-protein pizza brand made from lupini beans, which has achieved over $700,000 in revenue in its first year. Their journey involved innovative product development, strategic pitch competitions, and unique marketing tactics, including Messineo's personal challenge of eating the pizza daily for 100 days.
- 01Loopini's unique selling point is its use of lupini beans, a complete protein source that is high in fiber.
- 02The brand grew from one store to 50 by leveraging pitch competitions and direct marketing efforts.
- 03Messineo's personal experiment of consuming Loopini for 100 days while training for an Iron Man showed positive health results.
- 04The company launched in Whole Foods and Target, significantly boosting its visibility and sales.
- 05Messineo emphasizes the importance of resilience and passion in entrepreneurship, having previously launched three unsuccessful startups.
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Damiano Messineo and Lorenzo Felli, both graduates of New York University, co-founded Loopini, a high-protein pizza brand that utilizes lupini beans, achieving over $700,000 in revenue within its first year. Messineo's entrepreneurial journey began in childhood with a failed parking venture in Italy, followed by various business attempts, including a renewable energy project in Nepal. In 2024, he developed a nutritional label for a healthier pizza and began experimenting with recipes in his kitchen. After launching Loopini in January 2025, the brand quickly expanded from a single store to 50, primarily through grassroots marketing and winning pitch competitions. By early 2026, Loopini was available in Whole Foods and Target. Messineo also undertook a personal challenge of eating Loopini for 100 days while training for an Iron Man, resulting in improved health metrics. Looking ahead, the duo plans to expand production and maintain quality as they explore national distribution.
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Loopini's growth contributes to the local economy by creating jobs and offering a healthier food option in retail stores.
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