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Vocelli Pizza, a leading regional player in the premium pizza sector, has announced the nationwide launch of its imported Pinsa Romana crust across all operating locations. Effective 18 May 2026, the rollout marks a significant expansion of the brands gourmet estate, introducing an authentic, high-protein alternative to traditional pizza dough to capture the rising demand for lighter, highly digestible fast-casual Italian options.
The launch represents a strategic effort by the organisation to transition its menu toward artisanal, heritage-focused products. By aligning with a premier Italian supplier, Vocelli is positioning itself to capture incremental sales from health-conscious and texture-seeking demographics during its heaviest marketed campaign year to date.
Technical Formulation and Digestibility
The primary technical differentiator of the new Pinsa Romana offering is its hand-crafted, high-protein formulation. While standard pizza dough relies exclusively on wheat flour and short proofing cycles, the Pinsa crust is engineered for superior digestibility and textural complexity.
Key technical attributes include:
Flour Matrix: Crafted using a specialised, proprietary blend of wheat, rice, and soy flours. This specific flour ratio creates a robust protein structure while maintaining a low sugar and low fat profile.
Fermentation Protocol: The dough undergoes a strict 72-hour cold-fermentation process. This extended resting window allows natural enzymes to break down starches, resulting in an easily digestible base that minimises post-meal bloating.
Textural Contrast: The hand-stretched, oval-shaped crust is baked to deliver a light, airy crumb with a crispy exterior and a pillowy soft interior.
Toni Bianco, CEO of Vocelli Pizza, characterised Pinsa as a distinct speciality rather than a standard pizza variation. Bianco stated that the product is deeply steeped in tradition but built precisely for modern tastes, expressing confidence that the high-quality crust will remain a permanent anchor on the Vocelli menu for years to come.
Sourcing and the Di Marco Partnership
To ensure product authenticity and maintain strict quality standards, Vocelli has partnered directly with Di Marco, the Rome-based enterprise founded in 2001 by entrepreneur Corrado Di Marco. Recognised as the pioneer and original inventor of the modern Pinsa Romana formulation, Di Marco provides Vocelli with a premium, verified supply chain of par-baked crusts imported directly from Italy.
This partnership offers several B2B operational advantages:
Quality Consistency: Eliminating back-of-house dough-prep variability by sourcing pre-formed, authentic Roman crusts.
Brand Authenticity: Leveraging Di Marcos massive global equity, including its high-profile partnership with the Italian National Soccer teams, to validate Vocellis premium ingredient claims.
Operational Speed: Par-baked crusts allow kitchen staff to execute artisanal pizzas in under ten minutes, matching the ticket times of standard QSR operations.
Bianco noted that the Vocelli R&D team spent over a year evaluating various alternative crust options, concluding that nothing compared to the structural integrity and taste of Di Marcos output.
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