Premium pizza was the only retail category within the wider pizza sector to see growth over the last 12 months (11% increase in the last year vs total market growth of -0.4%). Creating a range for discerning pizza lovers looking for an elevated and restaurant quality pizza experience at home, Crosta Mollica – the UK’s fastest growing pizza retail brand – is bringing an authentic taste of Italy to supermarkets with the launch of three new pizzas: Collezione Romana.
With the aim of creating the best pizza Italiana moderna which can be enjoyed at home, Crosta Mollica is continuing its mission to educate consumers about Italy’s rich and diverse regional pizza culture. Inspired by the broad and varied landscapes and food culture within Italy, Collezione Romana can now be found in the chilled aisle of Tesco, Waitrose and Sainsburys.
Each of the new Collezione Romana pizzas has been crafted in Italy with the finest ingredients before heading to UK supermarkets. As with the well-loved Neapolitan pizza bases, Crosta Mollica uses Italian milled type ‘0’ flour and the lievito madre “mother yeast” before proving the dough for 24 hours. To capture the light, thin, and crisp distinctive characteristics of a Roman-style pizza, Collezione Romana features a larger 32cm base (compared to 27cm). An entirely different eating experience which reflects the capital’s sophisticated palate.
Dean Lavender, marketing director at Crosta Mollica, said: “Collezione Romana has been created to be the best at-home pizza experience you can have. When you order a pizza from your local pizzeria, the at-home experience never lives up to what you can enjoy in the restaurant. The pizza goes cold and soggy. The toppings have slipped around in the box. It’s always slightly below-par. Collezione Romana, however, will be hot and fresh out of the oven in less time than in takes to get a pizza delivered. The best ingredients combined with the freshness will be truly special. And, of course, it comes in at a much lower price point than takeaway.”
The three Collezione Romana pizzas are:
- Portofino
From the rich creamy whiteness of the Mozzarella Di Bufala and Fior di Latte to the bright golds of the confit Pomodorini Gialli tomatoes, this pizza captures the incredible colours and vibrancy of Portofino coast. The Portofino will have a delicious basil sauce to be added after cooking, adding additional layers of flavours and bringing freshness and vibrancy to truly transform this into the best at-home margherita.
- Bosco Di Alba
A white-based pizza which is wonderfully luxurious to eat. Summer truffles bring a nutty and earthy richness, paired with Fungi alla Griglia (grilled mushrooms), sat atop a roasted garlic crema sauce. A celebration of the flavours which have shaped piemontese cooking for generations.
- Bolzano
No fully loaded meat feasts in sight, the Bolzano heroes Salsiccia Speziata, a spiced sausage, paired perfectly with Cipolla Rossa, a red onion from Tropea in Italy, which has been cooked down with Aceto Balsamico and fragrant rosemary. All in wonderful harmony and echoing the region’s cooler climate and spirito di montagna.
David Milner, chairman at Crosta Mollica, said: “The launch of Collezione Romana represents an evolution in everything we stand for as a brand – genuine authenticity, uncompromising quality, and respect for Italy’s incredible regional diversity. We love our core range, but we wanted to create an even more premium option for our discerning pizza fans.
“This isn’t about gimmick toppings, passing trends or simply jumping on the bandwagon to grab five minutes in the spotlight, but bringing a new yet still very real Italian pizza experience to people’s homes. Truly exceptional pizza, as we say at Crosta Mollica, is ‘Non Per Tutti’ – not for everyone, and that is okay. We will continue to elevate and innovate for those who are seeking something extraordinary in every bite.”
Packaging and design
Celebrating Italy’s diverse regional terroir, an undulating topographic pattern captures the geographical diversity of the country’s landscape. This detailed, map-like design serves a dual purpose – whilst most consumers will simply see an intriguing and premium pattern, it provides another touchpoint to tell the story of regional Italian inspiration and the brand’s deep connection to Italy’s varied food cultures. Completely unique to each of the three pizzas.
A thoughtful evolution of the Crosta Mollica brand refresh, Collezione Romana’s packaging is undeniably Crosta Mollica, whilst establishing the new trio as distinctly premium. Hero ingredient photography seamlessly bringing together the two stages of experiencing a Crosta Mollica pizza also celebrates the finest ingredients – vibrant tomatoes, pristine mushrooms, and quality meats.
Back of pack tells the stories behind the regional inspiration of pizza. Fashion-forward lifestyle imagery under the “Non Per Tutti” (Not For Everyone) positioning shouts high-end Italian, while carefully curated wine pairing suggestions help transform the home dining experience into an authentic Italian moment. This comprehensive approach to packaging design reinforces the brand’s mission to educate British consumers about Italy’s rich regional pizza culture whilst positioning these products as the best at-home pizza experience available in retail.
Pizzelle Dough Bites: Authentic Italian tradition arrives in the UK
Complementing the Collezione Romana launch, Crosta Mollica is introducing an authentically Italian alternative to dough balls which reflect the true passion and culture of Italian mealtimes. While modern doughballs are seemingly a popular item in supermarkets, only 16% of shoppers are high frequency buyers, showcasing a shopper desire for something better. While contemporary pizzerias have introduced elevated versions of the humble doughball, Crosta Mollica is the first to bring a premium version to supermarkets and shoppers’ homes through its new trio: Pizzelle.
Different shapes and names can be found across Italy but most notably from Naples, Pizzelle Dough Bites from Crosta Mollica have been created to be familiarly different to UK shoppers, consisting of lightly fried balls of dough stuffed with simple but delicious Italian ingredients, offering a perfectly crunchy exterior coupled with a light and fluffy interior.
Available in three sophisticated flavours: Garlic & Chive, Speck & Ricotta, and Tomato & Olive – Pizzelle transcends the traditional pizza accompaniment role. Whether served as an aperitivo snack or as part of a wider Italian feasting platter, this versatile product offers consumers a delicious new way to experience authentic Italian flavours across various dining occasions.
Pizzelle Dough Bites will be available at Sainsbury’s and Tesco (chilled) and Ocado (frozen).