Loopini

Cutting-edge marketing: create a documentary. On Friday, Damiano Messineo, founder of Loopini, texted me an invitation to join him for the premiere of his new documentary, Pizzaman, in New York City. Last night, the theater in Tribeca was completely full. The documentary was high-quality, fun, serious, and genuinely captivating — even for my 10- and 16-year-old sons, who came with me for the experience. The concept was smart: Damiano trained for 100 days, ate his high-protein, high-fiber Loopini pizza every day, and documented the journey all the way through the actual event — including eating Loopini pizza on top of the highest mountain in Mexico. But the best part? He brought in a respected doctor to monitor his blood panels throughout the process. That moved his story from “fun founder stunt” to something much more credible and interesting. Over the course of the 100 days, Damiano ate at least 100 of his pizzas. The documentary itself was powerful, but so was the ability to turn the entire journey into social media content, community engagement, founder storytelling, and brand awareness. This is the kind of creative, high-conviction marketing that emerging brands need to study. Damiano is pushing the boundaries of what a founder-led brand can do to drive awareness, trust, and purchase intent. And the wild part is: he’s just getting started.

🎬 -1 DAY UNTIL THE PIZZAMAN PREMIERE! 🍕 The countdown is officially down to 24 hours. Tomorrow, we are finally pulling back the curtain on the Pizzaman documentary. This isn't just a screening—it’s the very first time we are sharing the film and revealing the incredible results behind the project. We’ve poured our hearts into this, and we can't wait to share the journey with our community. 📺 Can't make it to the live premiere? Don't worry! Pizzaman will be dropping on major streaming platforms in exactly 3 weeks. Stay tuned for the official release! 🗓️ Tomorrow's Lineup: The Screening: The exclusive, first-ever viewing of the Pizzaman documentary and its results. A deep-dive conversation moderated by Missy Modell, featuring: Damiano Messineo – Lab Rat Hunter Stoler – Certified Health Coach Peter G. Falzone, MD, MD The Afterparty: We are celebrating at the stunning Audo Copenhagen location! Get ready for: 🎶 A live DJ set from the incredible Ana Boo 🍕 Plenty of pizza (obviously!) 🤫 A very special surprise courtesy of Liquidsound ✨ Amazing food activations hosted by fellow CPG founders: Agua Mágica Mezcal Charcuterie Spread from Cotto Better-For-You Ranch Sauce made from Sourmilk Brownie Desserts from Byte'm Brownie Bites This project has been a massive team effort, and celebrating it alongside the founders, creators, and community who made it possible means everything. See you all tomorrow night! Let's make it unforgettable. 🙌

The results are in... and they are shocking. 🍕📉 I ate pizza every day for 100 days while training for an Ironman 70.3 and tracking more than 150+ biomarkers to test what Loopini pizza does to the human body long-term. Six months ago, I announced the beginning of the Loopini Challenge here on LinkedIn. My goal: eat a Loopini pizza every single day, track as many biomarkers as humanly possible, and train for an Ironman 70.3. I started an Instagram account to document the daily journey and posted a few updates here, but then... I never published the final results. I never posted a video about the race. Most of you started asking if I even finished, or if the race even happened. A friend even confessed he was convinced I failed because of the radio silence. The truth? We didn't post because we were working on something much bigger. It is entirely impossible to compress all the data, the work, the pain, the difficulties, and the raw emotion of this journey into a single text post. We realized we wanted to share the entire story of the Loopini Challenge the right way. We came to this realization just two weeks before the race. At that point, I had tons of raw phone footage of myself eating every single pizza. But we knew we could do more. We wanted to hire a professional to film the final 10 days leading up to the starting line. My recently met neighbor gave me the number of a kid from Buffalo who was apparently incredible behind the camera. I called him instantly. I asked if he had a passport. He said yes. Two days later, he was sleeping on my couch. (My brother happened to be visiting with his girlfriend that week, so they got the bedroom, the filmmaker Eman was on the inflatable mattress, and I took the couch!). From there, we flew together, along with his film crew and a local drone operator, to Lima, Peru, where the Ironman took place. Eman and his crew spent the final 10 days filming absolutely everything. Now, after months of blood, sweat, tears, and fainting spells, I finally have the pleasure of announcing the official release date of: 🎬 The Loopini Challenge: PIZZAMAN 🎬 100 days. 100 pizzas. 70.3 miles. To prove that delusional thinking makes the impossible real. 📅 When: June 27th, 2026 📍 Where: Tribeca Screening Room, NYC Theater seating is limited, but we are hosting an after-party immediately following the screening where we will be able to accommodate everyone! 👇 Sign up at the link in the comment below for a chance to attend the Pizzaman Premiere. A massive thank you to everyone who helped make this insane challenge a reality: my co-founder Alessandro Pignataro, my incredibly supportive family, the doctor discussing the findings Peter G. Falzone, MD, Dylan Gambardella for the guidance on testing and data analysis via Different Health, David Uher, all the other doctors and phlebotomists involved, and the director of Pizzaman, Eman Wajed, and his tireless crew. This is the Official Trailer 🎥

Episode 2 of Expo Haus is out now!! In this episode a special America's Next Top Snack with Byte'm Brownie Bites and Loopini TV! 16 founders 5 Brands 2 Bathrooms 1 house 10000+ grams of protein between Im'peccable Chicken, Smearcase FroCo and Loopini We show what is like running a booth at Expo West while attending networking afterparties (while drinking Goldilocks) and pitch competitions! Buona visione

What were we thinking that sharing 2 bathrooms with 16 people during the most important trade show of the year was a good idea?!? Most brands go to Expo West ("The Super Bowl" of natural CPG products) and book quiet hotels. It's important to prioritize sleep and proper rest to survive 9-hour days of standing, pitching, and networking at after-parties. We did the opposite. Since the CPG founder community is so strong and we are all friends, we decided to save money, ditch the hotels, and get all together into one house. It was less comfortable for sure, definitely louder, and absolute chaos, but definitely more fun. And once we were already there why not bring a film crew to capture what it's like to have: ⚡️ 5 emerging brands ⚡️ 16 founders & teammates ⚡️ 3 bedrooms ⚡️ 2 bathrooms ⚡️ 1 house This is what it’s actually like behind the scene during the "Super Bowl" of Natural Products. The Founder House trailer just dropped. Watch it below! 👇 Huge thank you to Kaizntree and Patrol for supporting the CPG community and making this happen. Thank you to Marcos Gaspar Brisson and Benoît van Keer for not only sponsoring the project but actually joining the house and being active members of the community! Thanks to fellow founders Xavier Bonneau and Ashley R. for joining the house and the Loopini team and helping serve 350+ pizzas at the show. Alessandro Pignataro Jack Davis Jacob Tubis Erin Barrett Nick Hsu 🐥 Melina Chang Joseph R. Rotondo - Byte'm Brownie Bites -Goldilocks -Im'peccable Chicken -Loopini -Smearcase FroCo

Loopini launching this week in Wegmans Food Markets. 👏👏👏 I was actually there when it happened! The legendary Heath Gebell stopped by our innovation section at UNFI Mohegan Sun. He tried Loopini's protein-packed pizza, immediately turned to Kayla Riccio (Davis) and said "I want to be first-to-market." 🤩 I had a feeling it was special, so I made sure to grab a photo. Damiano Messineo got such amazing traction throughout the show that Aaron May fast-tracked him into UpNext that very day. Brands - applications now open for our 2026 innovation section for Las Vegas (Central/West Fall & Winter Show) and Mohegan Sun (East Fall & Winter Show) - our section features the very best of brands not yet working with UNFI, allowing their team & customers first-to-market opportunities and voting for who they'd like to see picked up by UNFI for distribution opportunities. Applications posted shortly in our slack!