Moving forward, the brand will simply be known as Crosta Mollica, with the slight name change aimed at enabling easier pronunciation.
The rollout of pizzas with the rebranded packaging and updated name will commence next month across both the chilled and frozen ranges.
The new look aims to reinforce Crosta & Mollica’s “authentic Italian credentials” and communicate the quality of the ingredients used to create its pizzas.
All Crosta & Mollica products are manufactured in Italy, before being imported to the UK for sale.
‘New era’
Crosta & Mollica executive chair David Milner – who joined at the start of 2024 after enjoying success with Tyrrells, Lily’s and St Pierre Groupe – described the pizza maker as an “exceptional brand” that is now entering a new era.
“We are the only pizza which is made in Italy – halfway between Venice and the Dolomites – with high quality ingredients sourced from local producers and craftspeople,” Milner said.
“The pizzas – as well as all our other products – taste fantastic and we want more people to discover what we are about.”
He went on to praise the work of the team in building the brand to a position where it is on the “cusp of an exciting opportunity”.
Milner added: “One of the primary objectives of undergoing such a momentous brand refresh is to make the name more memorable – we want to be more than ‘the one with the stripes’. Those who already enjoy Crosta Mollica pizzas never look back, so it’s about us saying to shoppers ‘This is us’.
“We are focused and committed to maintaining everything which is so incredibly good about the brand – our Italian heritage, the quality, the taste, the heart and passion – and using our packaging to really shout about it.”
Meanwhile, Crosta & Mollica marketing director Dean Lavender said that 2025 is set to be a “big year” for the brand.
“Every element of what we do has been reviewed, evaluated and updated to ensure what we put in front of shoppers truly reflects who we are today,” Lavender explained.
“We’re starting with the new branding across our hero pizza range, but that is just the beginning. Behind the scenes, the team is working on some very exciting brand activation plans to bring the new branding and positioning to life, including the sponsorship of Venezia FC Femminile, the women’s football team which will begin in February 2025.”
Alongside the rebrand, Crosta & Mollica will be running activations with retailers, both in-store and online.
