• The Loopy Fruits pizza at Fong’s Pizza features Froot Loops cereal, a sweet cream cheese sauce, mozzarella and a drizzle of Greek yogurt and condensed milk.
• The pizza has garnered huge publicity for Fong’s, including a mention on The Tonight Show Starring Jimmy Fallon and coverage by Today.com.
• Fong’s owner Gwen Page said the goal was to “provide an option that we thought would be fun for children.”

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A pizzeria in Des Moines, Iowa, has reinvented the breakfast pizza in a truly loopy fashion—and earned a mention on The Tonight Show Starring Jimmy Fallon as well as coverage from Today.com and CNN in the process.

“You either love it or love to hate it,” Fong’s Pizza noted in a Facebook post about the Loopy Fruits pizza, made with—you guessed it—Froot Loops cereal, a sweet cream cheese sauce, mozzarella and a drizzle of Greek yogurt and condensed milk.

“Making pizzas that are outside the box has always been a staple of Fong’s,” owner Gwen Page told the Des Moines Register. “Now we’re trying things out for breakfast pizzas.”

Fong’s, which has four locations in Iowa, serves a number of breakfast items from 8 a.m. to 2 p.m. every day and all day on Sundays. The Loopy Fruits pie is currently available at the Forest Avenue store in Des Moines. Customers can also kick off their mornings with breakfast pizzas such as the Bacon Popper, featuring an Alfredo sauce base, bacon, Graziano sausage, onions, green peppers, roasted red peppers, jalapenos and mozzarella, as well as a steak and eggs pizza.

“We wanted to provide an option that we thought would be fun for children because of the suburban market,” Page told Today. “But we also love doing things that are just off-the-wall. Like, what can we do to give people that truly unique experience? That’s what we strive for at Fong’s.”

The experimentation has paid off. Fong’s Crab Rangoon pizza was featured on the Food Network’s “Best Thing I Ever Ate,” and its General Tso’s Pizza was spotlighted on “Man v. Food.”

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“I guess this—in its funny, little quirky way, because that’s Fong’s to a T—is a way of spreading kindness,” Page told Today. “You look at this pizza, and it’s a rainbow. It should bring a smile to your face, even in the form of, ‘Wow, that’s crazy, I gotta try that,’ or, ‘Wow, those guys are crazy! I can’t believe they’re doing that.’”

Along with Italian fare, the restaurant offers several Chinese food items such as meat and veggie egg rolls, Chinese cheese sticks, Crab Rangoon egg rolls and pizza rolls—egg roll wrappers filled with pepperoni, sausage and mozzarella.

Page works with other local businesses and restaurants to develop some of Fong’s specialty pies, including the Avocado Rangoon pizza, a collaboration with Kerri Rush of Fresh Café & Market, and a taco pizza created with Brown Dog Farms.

“The community has been so generous supporting Fong’s,” Page told the Des Moines Register. “My mentality has been, the community has helped us, let’s support the community—let’s support these local businesses and restaurant around us.”

Meanwhile, the Loopy Fruits pizza, she said, “is just a reminder to folks to be silly, live life and have fun, because that’s what pizza is all about: having fun.”