Crosta Mollica launches total brand refresh for 2025
Crosta Mollica is introducing a full brand refresh for 2025 to reinforce the pizza brand’s authentic Italian credentials and introduce a new audience through enhanced recognition.
The new brand rollout will commence with the range of sourdough pizzas in February, both across the chilled and frozen ranges.
Crosta Mollica is the only pizza brand on UK shelves with its full production process in Italy, using premium and locally sourced ingredients before importing them to the UK for sale.
Every pack has been updated to showcase the pizza within and emphasise the freshness of the ingredients used. In addition, this is the first time there will be variation in pack design from chilled to frozen, reflecting the difference in shopping environment.
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Updated language will emphasise the Italian heritage and be positioned front and centre, with pizza names and ingredients showcased in Italian.
Meanwhile, the brand has removed the ampersand from both the logo and name, having evolved to simply: Crosta Mollica, which translates to ‘crust’ and ‘crumb’. It said this change would make the brand name easier for customers to pronounce and recall but still be “quintessentially Italian”.
In looking to further promote its Italian credentials, Crosta Mollica has launched a new brand positioning of ‘Non Per Tutti’, meaning ‘not for everyone’, emphasising that its products are made for those can appreciate the “craftmanship, quality and commitment to authenticity”.
Crosta Mollica executive chairman David Milner said: “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. This is the start of a new era for Crosta Mollica and I can’t wait for everyone to see it.”
The brand refresh will be supported by key activations with retailers, both in-store and online, with activity including floor-to-ceiling in-aisle shopper engagement and branding across both the chilled and frozen aisles.
3 Comments. Leave new
Why have you changed it? You had just started hitting a new demographic with the non processed ingredients and your name has recently just started getting out there. Currently four pizzas in our freezer. Sadly will be the last!!
Why why why remove olive oil and replace it with sunflower oil. What a bizarre backwards step for a brand based on authenticity and taste. I buy it for simple non upf ingredients so I’m out. Boo!
The same won’t buy it again