Crosta Mollica – the UK’s fastest growing pizza retail brand – is set to launch three new pizzas and an Italian alternative to dough balls.
With the aim of creating the “best pizza Italiana moderna which can be enjoyed at home”, the new Collezione Romana range will be launching on 1st September 2025 and will be found in the chilled aisle of Tesco, Waitrose and Sainsbury’s.
Each of the new Collezione Romana pizzas – Portofino, Bosco Di Alba, and Bolzano – has been made in Italy with quality ingredients before heading to UK supermarkets. As with the 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).
Dean Lavender, Marketing Director at Crosta Mollica, commented: “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 it 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.”
Complementing the Collezione Romana launch, Crosta Mollica is introducing an authentically Italian alternative to dough balls. While contemporary pizzerias have introduced elevated versions of the doughball, Crosta Mollica is the first to bring a premium version to supermarkets through its new Pizzelle range. The new Dough Bites are available in three flavours – Garlic & Chive, Speck & Ricotta, and Tomato & Olive – and have been created to be familiarly different to UK shoppers, consisting of lightly fried balls of dough stuffed with simple Italian ingredients.
Lavender said: “Our research trips across Italy continue to inspire our NPD strategy and ignite our dedication and passion for bringing authentic regional experiences to our customers. The Collezione Romana represents months of careful development to ensure we capture the true essence of Italian pizza-making traditions, whilst our Pizzelle Dough Bites introduces British consumers to a genuinely Italian product they’ve never experienced in this way before. More often than not, doughballs are bland, dry and dull. It’s no surprise 75% of pizza shoppers steer clear of them. Instead, our Pizzelle will offer a product which not only tastes fantastic and can be joyfully served alongside pizza but also on its own to inspire and be part of other mealtime occasions.”
Pizzelle Dough Bites will be available at Sainsbury’s and Tesco (chilled) and Ocado (frozen) for £3.50 per box of 11 dough bites.
