Damiano Messineo launched Loopini, a high-protein pizza made from lupini beans, in January 2025 in New York City. The innovative pizza quickly gained traction, expanding from a single location to securing partnerships with major retailers like Whole Foods and Target by mid-2026. This success followed rigorous 100-day product testing during Messineo's Ironman training. By April 2026, Loopini had generated $700,000 in revenue, demonstrating strong market demand. The company is now focused on maintaining quality as it plans for national expansion across the country. Messineo’s venture highlights the potential of unique, health-focused food products in the competitive US market.