The Red Baron pizza company is going backwards.

They still make what I consider to be the best miniature lazy day microwave pizzas, but their branding efforts are threatening to alienate what may be a core part of their customer base.

Last year, I wrote about their old box design and the way it calls out that the pizzas are a “Feast For One.”  I talked (slightly tongue in cheek, but still with a point) about how people reaching for that box in the freezer aisle maybe don’t need to be reminded that they are getting a potentially lonely meal.

The other day I was cooking the same kind of pizza and noticed a new name on the box:

What used to be “Feasts For One” are now identified in giant script as “Singles.”

My points from last year stand: obviously that size box holds a meal for one person, and I don’t need a refresher on why I’m getting such a portion size.  Bagel Bites don’t do that.  Just call it a mini pizza, Red Baron Fun Size or some other way of denoting it’s a pizza without needing to be so blatant about it. 

The singles will thank you.

(And to clarify, I probably eat one of these a month, with a regular diet of actual cooked food featuring normal proteins and vegetables.)