Crosta Mollica is accelerating its innovation strategy with a major range expansion across UK retail, introducing a new white pizza base, garlic pinsa bread and four additional pizzas as it looks to capitalise on growing demand for premium at-home Italian dining.

The rollout, secured across major retailers including Tesco, Sainsbury's and Ocado, comes amid strong brand momentum, with Crosta Mollica reporting 48% growth in 2025, significantly outperforming the wider pizza category, which grew by just 1%.

At the centre of the launch is the new Pizza Base Bianca, reflecting increasing consumer interest in “white” pizzas, those made without a traditional tomato sauce.

The base is crafted using the brand’s signature Lievito Madre sourdough and topped with a creamy mozzarella sauce and cracked black pepper, offering a ready-to-top format aimed at consumers seeking more customisable, premium meal solutions.

White pizza styles have gained traction in UK foodservice and retail, driven by demand for richer, cheese-led flavour profiles and more diverse at-home cooking experiences. Crosta Mollica’s move positions it to capitalise on this emerging subcategory.

The Pizza Base Bianca launches in the chilled aisle at Tesco and Sainsbury’s from 13 April 2026, with an RRP of £3.25.

The brand is also entering the growing pinsa category with its Garlic & Rosemary Pinsa Bread, inspired by the Roman-style dough known for its light, airy texture. Made with a blend of wheat and rice flours and slow-proved for 24 hours, the product is hand-stretched and topped with rosemary, garlic and extra virgin olive oil.

A garlic-infused oil dosette is included to enhance flavour post-baking, reinforcing the product’s premium positioning and versatility as both a standalone item and a side dish.

The pinsa bread launches alongside the Bianca base in Tesco and Sainsbury’s, with an RRP of £3.95.

Crosta Mollica is also introducing four new pizzas designed to cater to a range of consumer preferences:

• Primavera – a vegetable-led pizza featuring Taggiasca olives, balsamic-infused red onions, grilled vegetables and a lemongrass mascarpone sauce, launching in Sainsbury’s (chilled) and Ocado (frozen).

• Siciliana – a vegan, cheese-free pizza inspired by puttanesca flavours, exclusive to Tesco’s frozen aisle.

• Quattro Formaggi – a four-cheese offering combining Gorgonzola, provola, mozzarella and Parmigiano Reggiano, now available on Ocado.

• Salami Napoli Pizzette – a two-pack frozen mini pizza format building on the success of the brand’s existing Salami Napoli SKU.

RRPs range from £5.50 to £5.75 across the range.

David Milner, chairman at Crosta Mollica, said: “The growth we are seeing across our pizza portfolio, both in the UK and across Europe, is absolutely phenomenal. We are thrilled with how popular our ready-to-top pizza base is, and by developing the Pizza Base Bianca, we aim to give our customers even more choice and freedom to be creative at home – as long as there isn’t a pineapple in sight, of course!”

The expansion reflects a broader premiumisation trend in the UK pizza category, where consumers are increasingly seeking restaurant-quality products for at-home consumption. Crosta Mollica’s focus on authentic Italian techniques, high-quality ingredients and regional inspiration aligns with this shift.