Crosta Mollica, the UK’s fastest growing premium Italian pizza brand, is expanding its range with two exciting new products launching in spring 2025: the Salami Napoli Pizza and Frozen Sourdough Pizza Base. These new additions follow a successful rebrand and a period of significant growth, Crosta Mollica expands the range whilst staying true to its Italian roots and dedication to the rich and expansive culture of pizza.
Feeding the trend of authentic Italian pizza to be enjoyed at home, the Salami Napoli Pizza will be RRP £5.75 and launches nationwide in Tesco on the 28th of April 2025. With 50% chilled pizzas sold in the UK being margherita or pepperoni (Source: Nielsen EPOS 52-week data to 7.09.24), the Salami Napoli complements Crosta Mollica’s existing Stromboli Pizza, offering pepperoni lovers a milder yet sophisticated alternative.
Building on the success of its Chilled Sourdough Pizza Bases, Crosta Mollica’s first and best-selling pizza SKU, the Italian food brand is introducing a frozen version following increasing consumer demand. Available in a pack of two, the Frozen Sourdough Pizza Bases are now available in Waitrose nationwide, from RRP £4.95. The premium frozen bases allow culinary connoisseurs to have the foundations on-hand to create their own favourite pizzas, enabling creative home cooking even when time is limited.
Founded in 2009, Crosta Mollica has built its reputation on masterfully crafted Neapolitan-style sourdough pizzas and a commitment to authentic Italian craftsmanship and superior ingredients. The dedication to Italian culture is emphasised through the new packaging, which was launched in February 2025. The two new products are a welcome addition to an acclaimed range which is Non Per Tutti (‘not for everyone’ in Inglese) but for those discerning food lovers seeking truly exceptional quality.
Dean Lavender, Marketing Director at Crosta Mollica, said: “Our brand has always been about bringing the genuine taste of Italy to those with excellent taste. With our complete brand refresh and new product launches, we’re continuing to honour our commitment to authentic Italian craftsmanship while making it even easier for food lovers to enjoy premium quality meals at home. The Frozen Pizza Bases celebrate our heritage – Pizza Base was our first-ever pizza product and remains our best-seller – while our new Salami Napoli pizza responds directly to what our customers have been asking for: an authentically Italian take on a beloved classic.”
David Milner, Executive Chairman at Crosta Mollica, adds: “We are investing heavily in NPD and have a pipeline bursting with launches ready to be on shelf during the course of this year. We always take our inspiration from what is truly Italian, taking time to understand the difference between a Neapolitan pizza and a Romano one, for example. Watch this space.”
The Frozen Sourdough Pizza Bases (2-pack) are now available in Waitrose stores nationwide, while the Salami Napoli Sourdough Pizza launches in Tesco’s chilled section on April 28th.
Source: Crosta Mollica
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