Video of Wisconsin supermarket’s giant frozen pizza section goes viral: “What’s going on down there?”

(NEXSTAR) – What in DiGiorno is going on in Wisconsin?

Hundreds of Twitter users are puzzled a viral video the selection of frozen pizzas at a Wisconsin supermarket, which appears to show a seemingly endless freezer section filled with thousands upon thousands of pizzas.

It all started last week when Milwaukee’s Michael Bradley tweeted a video he filmed while leisurely strolling through the frozen food section of a local supermarket chain. In the minute-long clip, he passed over a dozen freezers — and then an aisle-length island freezer and some end caps — each filled to the brim with hundreds of varieties of frozen pizza.

“A frozen pizza area in Wisconsin,” he captioned the video.

A week later, the clip had garnered over 6 million views and numerous questions from confused Twitter users outside of Wisconsin.

“What’s going on down there?” one wanted to know.

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

Local Twitter users quickly identified the supermarket as the location of Woodman’s, a local chain with larger than average grocery stores in Wisconsin and northern Illinois. But even if Woodman’s has a larger frozen food section than most (one store has one “separate section ONLY FOR BREAKFAST SPIZA” claimed one user), many users seemed to indicate that many Wisconsin supermarkets are well stocked with pizza, though perhaps not to the extent seen in the video.

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

“I was years old yesterday when I found out frozen pizza slices don’t look like this in other states.” said another.

The reason for such extensive frozen pizza runs, some have suggested, was 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 will enjoy more choice, since Wisconsin is home to the companies that manufacture national brands, including DiGiorno and Tombstone, among others.

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

Chris Zelch of Nestlé’s frozen pizza division told the Post-Crescent that Wisconsin is the largest per capita consumer of the brand’s frozen pizzas, which include DiGiorno and Tombstone, Jacks, Stouffer’s and California Pizza Kitchen, among others.

Much of the cheese and meat used in the pizzas is also sourced directly from the state, Nick Fallucca, an executive at Palermo’s Pizza in Milwaukee, told Spectrum News that same year. He also echoed Zelch’s findings, which suggested that Wisconsinites eat more pizza per capita than anyone else in the United States

“It is highly unlikely that any other state will take over pizza production,” Fallucca said. “I think Wisconsin has that covered.