The four-pizza range will appear in the chilled aisles of grocery retailers across the UK from 24 September, with Pizza Express aiming to tap into the ‘fakeaway’ trend that brings the restaurant experience home.
The range includes the Margherita Speciale, Pollo Ad Astra, Pollo American and Quattro Carne, all with a new 11-inch Neapolitan-style base and a restaurant-inspired crushed tomatoes and basil sauce.
During the blind testing stage, 80% of those who tasted the Margherita Speciale said that they would choose the new pizza over other chilled supermarket margherita options.
Commenting on the launch, Pizza Express retail director Richard Mills said: “We know our pizza fans want more of the PizzaExpress restaurant experience at home – and the Specials range delivers exactly that. From our new Margherita Speciale which was a standout favourite in recent taste testing, to the Quattro Carne which we know is already a cult fan favourite, this range is closer to restaurants than ever before. Whether it’s date night, pizza night, movie night or simply a night in, these are the pizzas to deliver it.”
On top of the ‘Specials’ launch, Pizza Express is also rolling out a new dough balls SKU.
The Hot Honey Dough Balls come in packs of eight and are coated in garlic butter, along with a hot honey drizzle.
Finally, Pizza Express is adding its American Hot pizza to its nine-inch ‘Classic’ range, sitting alongside Sloppy Giuseppe, Classic Margherita and supermarket-exclusive Hawaiian.
Pizza Express has nearly 360 pizzerias in the UK, while it also distributes pizzas and sides through the retail channel. Currently, the brand is present in 4,000 supermarkets across the country.
In other NPD news, fellow pizza brand Crosta Mollica is launching a new chilled pizza range under the name Collezione Romana. The range launches on 1 September 2025 in Tesco, Waitrose and Sainsburys.
