In the UK, supermarket pizzas are evolving beyond traditional options. What was once a simple choice between fresh or frozen, thin or thick crust, and classic toppings like margherita or pepperoni is now becoming a showcase of upscale and unique varieties.
The rise in high-end pizzas is driven by the increasing popularity of “fakeaways,” where consumers opt for premium ready meals instead of takeout or dining out. The booming restaurant scene and a growing interest in Italian cuisine have also contributed to this trend.
With consumers spending nearly £1.8 billion annually on fresh and frozen pizzas, according to analysts NIQ, the market for upscale options is expanding rapidly. New brands are emerging to fill this demand for more sophisticated fare.
One notable example is Crosta & Mollica, a brand that has seen its sales more than double in the past year. The company offers sourdough pizzas topped with high-quality ingredients like smoked provola, fior di latte cheese, and Taggiasca olives. Crosta & Mollica claims to be the only store-bought brand made in Italy, with its pizzas baked in wood-fired ovens using lava stone from Mount Etna.
David Milner, Crosta & Mollica’s executive chair, notes a shift towards high-quality pizzas with simple, flavorful ingredients. “Consumers are increasingly valuing a short ingredients list and genuine Italian flavors,” he said. He also mentioned the rarity of authentic Italian-style pizzas in the UK, highlighting unusual toppings like chicken tikka and baked beans.
Looking ahead, another trend to watch is the Roman-style pinsa. This style features a dough with higher water content, resulting in a lighter, crisper texture. Crosta & Mollica introduced pinsa to its range last year, anticipating its growing popularity. Milner sees potential for further innovation as more consumers discover this style of pizza.
Supermarket shelves are crowded with cook-at-home options from high street chains like Pizza Express and Franco Manca. Although these restaurant-branded products are typically more expensive than other brands or supermarket own-brands, they remain more affordable than dining out or delivery.
Eve Edmunds, marketing manager at Franco Manca, notes that traditional pizza styles are making a comeback. “The growing variety of pizza styles is enhancing understanding of Italy’s regional offerings and traditional methods,” she said.