Video of massive Wisconsin frozen pizza stand goes viral: ‘What’s going on down there?’

(NEXSTAR) – What in DiGiorno happening in wisconsin?

Hundreds of Twitter users are completely confused viral video from the selection of frozen pizzas at a supermarket in Wisconsin, which appears to display a seemingly endless freezer section filled with thousands and thousands of pizzas.

It all started last week, when Milwaukee resident Michael Bradley tweeted a video he took while casually strolling through the frozen food section of a local supermarket chain. In the minute-long clip, he walked past over a dozen freezers on display — and then an aisle-to-aisle freezer and several end caps — each filled to the brim with hundreds of varieties of frozen pizza.

“Wisconsin stock frozen pizza,” he captioned the video.

A week later, the video has generated over 6 million views, as well as numerous questions from confused Twitter users outside of Wisconsin.

“What’s going on down there?” hee demanded to know.

“Wisconsin, I have questions,” said another surprised Twitter user.

Twitter users in the region quickly identified the supermarket as the location of Woodman’s, a local chain with larger-than-average stores in Wisconsin and northern Illinois. But even if Woodman’s has a larger frozen section than most (one store does “a special section JUST FOR BREAKFAST PIZZAS,” one user claimed), many users seemed to suggest that many supermarkets in Wisconsin were well stocked with pizza, though perhaps not to the extent shown in the video.

“Wait, this isn’t normal?” one native of Wisconsin asked.

“I was a year old yesterday when I found out that frozen pizza slices don’t look like this in other countries,” said the other.

Some theorize that the reason for such large portions of frozen pizza was because of Wisconsin’s cold, long winters, which make ordering pizza more difficult than in warmer parts of the country. But it’s also likely that Wisconsin residents enjoy more choice because Wisconsin is home to companies that make national brands, including DiGiorno and Tombstone, among others.

“Wisconsin is the kingdom of frozen pizza,” Appleton Post-Crescent once explained in a 2019 article.

Chris Zelch of Nestle’s frozen pizza division further told the Post-Crescent that Wisconsin is the top consumer per capita frozen pizza brands, which include DiGiorno and Tombstone, as well as Jacks, Stouffer’s and California Pizza Kitchen, among others.

A lot of the cheese and meats used in the pizzas also come directly from the state, said Nick Fallucca, CEO of Palermo’s Pizza in Milwaukee. Spectrum News the same year. He also echoed Zelch’s findings showing that Wisconsinites eat more pizza, per capita, than anyone else in the US

“It’s unlikely that any other country will take over pizza production,” Fallucca said. “I think Wisconsin has it covered.

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