Italian food brand Crosta Mollica has launched a full brand refresh across its fresh and frozen sourdough pizza ranges.
The rollout will commence in February 2025.
According to Crosta Mollica, its brand refresh empathises its Italian heritage. It will use updated language to showcase its pizza names and ingredients in Italian.
The new brand positioning of ‘Non Per Tutti’ (not for everyone) highlights the brand’s commitment to remaining authentically Italian.
Crosta Mollica marketing director Dean Lavender said: “2025 is going to be a big year for us. 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. 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. We have a lot of ambition and are proud to deliver pizza lovers with the best quality Italian pizza… and to do it in style.”
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The brand has also updated its name and logo from Crosta & Mollica to Crosta Mollica, translating to crust and crumb.
Crosta Mollica has made its stripes more prominent, which it says is key in linking its brand image back to Italian culture of fashion, style and luxury.
Executive chairman at Crosta Mollica David Milner said: “Crosta Mollica is an exceptional brand. 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. The pizzas – as well as all our other products – taste fantastic and we want more people to discover what we are about.
“The team have done a brilliant job of building the business to where it is today both in the UK and internationally, and now we are on the cusp of an exciting opportunity. 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’.”
The refresh will be supported by in-store and online activations.
Milner added: “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. This is the start of a new era for Crosta Mollica and I can’t wait for everyone to see it.”
