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Crosta Mollica has added a new line of premium pizzas, Collezione Romana, to its portfolio, alongside a new Pizzelle dough bites range.

The launch follows Nielsen data showing that premium pizza was the only retail category within the UK’s wider pizza sector to see growth over the last 12 months – an 11% increase in the last year vs total market growth of 0.4%.

Aiming to satisfy discerning consumers seeking a restaurant-quality pizza experience at home, Collezione Romana is inspired by the varied landscapes and food culture within Italy. It will be available from 1 September 2025 in the chilled aisles at Tesco, Waitrose and Sainsbury’s.

Each of the pizzas has been made in Italy with authentic Italian ingredients. 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 characteristics of a Roman-style pizza, Collezione Romana features a larger 32cm base (compared to other 27cm pizzas in the brand’s portfolio).

The three pizzas available in the range are:

• Portofino – inspired by the colours and vibrancy of the Portofino coast, this margherita pizza features Fior di Latte and Mozzarella Di Bufala, along with a basil sauce to be added after cooking for additional layers of flavour.

• Bosco Di Alba – a tribute to truffles from Northern Italy’s Piedmont region, featuring a white-based pizza with garlic cream sauce, paired with grilled mushrooms and summer truffles for a nutty, earthy richness.

• Bolzano – developed to capture the bold flavours of Alpine cooking and inspired by the region’s cooler climate, the pizza is topped with salsiccia speziata, a spiced Italian sausage, paired with red onion from Tropea, cooked down with balsamic vinegar and rosemary.

David Milner, chairman at Crosta Mollica, said: “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.”

Alongside the Collezione Romana launch, a new premium dough ball alternative is launching in Sainsbury’s and Tesco (chilled) and Ocado (frozen).

Nielsen data shows that only 16% of UK shoppers are high-frequency buyers of dough balls. Crosta Mollica said it saw this as an opportunity to provide a premium version for consumers seeking an elevated experience, designed to be ‘familiarly different’ to currently available dough ball products.

The new Pizzelle Dough Bites consist of lightly fried balls of dough stuffed with simple Italian ingredients, offering a crunchy exterior combined with a light and fluffy interior. They are available in three flavours: Garlic & Chive, Speck & Ricotta and Tomato & Olive, suitable for serving as an aperitivo snack or as part of a wider Italian feasting platter.

Dean Lavender, marketing director at Crosta Mollica, said that dough balls are often “bland, dry and dull,” commenting: “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 meal time occasions.”