NY Entrepreneur Pitched Lupini Bean Pizza to Stores From a Citi Bike

A New York entrepreneur pitched his high-protein lupini bean pizzas to stores while riding a Citi Bike, according to The Times of India. The tactic worked. After launch, the product found its way into retailers.

The founder built his pitch around a simple proposition: pizza that delivers real protein. His version swaps conventional dough for a base made from lupini beans, a legume long favored in Mediterranean diets for its high protein and low carbohydrate content.

The Citi Bike detail isn't a gimmick tacked onto the story. It reflects how the founder reached store buyers in the early days — moving across the city on a shared bike, making in-person pitches, before the brand had traction or a sales team.

The Times of India reports the effort paid off after launch, with the pizzas landing on store shelves. For a food startup without distribution partners, that first retail placement is usually the hardest transaction to close.

Lupini beans remain a niche ingredient in the U.S. market. A pizza built on them positions the brand in the better-for-you segment, where protein content drives purchasing decisions and shelf placement.

The story now circulating is a familiar startup arc with an unusual twist: founder-led sales, an unconventional commute, and a product that cleared the bar with retailers.