Crosta Mollica is accelerating its innovation strategy with a significant range expansion across the United Kingdom retail market. The brand is introducing a new white pizza base, garlic pinsa bread, and four additional pizza varieties to major retailers, including Tesco, Sainsbury’s, and Ocado.
The rollout follows a year of exceptional performance for the brand. In 2025, Crosta Mollica reported 48% growth, significantly outperforming the broader UK pizza category, which saw a marginal increase of 1%. This expansion is designed to capitalise on the sustained consumer demand for premium, restaurant-quality Italian dining at home.
Entry into the White Pizza Subcategory
A central component of the launch is the Pizza Base Bianca, a move that reflects the increasing consumer interest in tomato-free "white" pizzas. Traditionally a staple of Italian foodservice, white pizza styles are gaining traction in the UK retail sector as consumers seek richer, cheese-led flavour profiles and more diverse culinary experiences.
The Pizza Base Bianca utilises the brand’s signature Lievito Madre sourdough and is topped with a mozzarella sauce and cracked black pepper. This ready-to-top format is positioned to serve consumers looking for customizable, premium meal solutions. The base will launch in the chilled aisles of Tesco and Sainsbury’s from 13 April 2026 with an RRP of £3.25.
Expansion into the Pinsa Bread Segment
Crosta Mollica is also entering the growing pinsa category with its Garlic and Rosemary Pinsa Bread. Inspired by the traditional Roman-style dough, the product is characterised by a light, airy texture achieved through a blend of wheat and rice flours and a 24-hour slow-proving process.
The pinsa bread is hand-stretched and features extra virgin olive oil, garlic, and rosemary. To reinforce its premium positioning, the product includes a garlic-infused oil dosette for post-baking application. Launching alongside the Bianca base, the pinsa bread carries an RRP of £3.95.
Diversifying the Pizza and Frozen Portfolio
The expansion includes four new pizza SKUs designed to address specific consumer preferences, including vegan and multi-pack formats:
Primavera: A vegetable-led chilled pizza featuring lemongrass mascarpone sauce and Taggiasca olives, launching in Sainsbury’s and Ocado.
Siciliana: A vegan, cheese-free frozen pizza exclusive to Tesco, inspired by traditional puttanesca flavours.
Quattro Formaggi: A four-cheese blend including Gorgonzola and Provolone, now available via Ocado.
Salami Napoli Pizzette: A frozen two-pack mini pizza format aimed at the convenience and snacking segment.
RRPs for the new pizza range are set between £5.50 and £5.75.
Market Trends and Premiumization
The growth seen across the Crosta Mollica portfolio reflects a broader premiumization trend within the UK grocery market. As restaurant prices rise, consumers are increasingly willing to pay a premium for retail products that utilise authentic techniques and high-quality ingredients.
David Milner, chairman at Crosta Mollica, noted that the brand's ready-to-top formats have proven particularly popular, allowing for greater consumer creativity. The brand’s focus on regional Italian inspiration and sourdough techniques continues to differentiate it within a category that has otherwise seen stagnant growth. This expansion solidifies the brand's position as a leader in the premium Italian sector, providing a comprehensive range of chilled and frozen solutions across the UK's "Big Four" and online retailers.
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