England’s latest World Cup fixture drove a double-digit uplift in chilled pizza sales at Tesco and Sainsbury’s as shoppers stocked up for at-home matchday occasions.

Retail EPOS data shared by Crosta Mollica showed Tesco recorded a 30 per cent like-for-like sales uplift versus the previous Wednesday on the same feature.

Sales at Tesco were also 22 per cent higher than the previous day, underlining the impact of the England fixture on demand.

Sainsbury’s recorded a 29 per cent uplift versus the previous Wednesday for chilled pizza, with both Wednesdays supported by the same promotion and gondola end, making the figures directly comparable.

The supermarket also saw chilled pizza sales rise 21 per cent versus the previous day.

Crosta Mollica said the figures highlighted the continued importance of major sporting events in driving grocery sales, particularly across chilled pizza and premium at-home meal occasions.

The brand said shoppers were continuing to turn to supermarket pizzas as an alternative to takeaway during key football fixtures.

Crosta Mollica chief marketing officer Dean Lavender said: “Italy may not be at this World Cup, but Italian pizza is alive in living rooms across the UK.

“When England kicked off, Crosta Mollica sourdough pizzas were baking in ovens nationwide as fans swapped takeaway for something far more authentic, an upgrade for their match-night ritual.

“With temperatures rising and England performing, demand for slow-proved, stonebaked Crosta Mollica pizza continues to surge and the best nights feel like they’re still to come.”

Crosta Mollica’s range is stocked across major UK retailers including Waitrose, Sainsbury’s, Tesco, Ocado, Co-op and independent retailers.

The Italian food brand, which was founded in 2009, sells a range of Neapolitan-style sourdough pizzas and other Italian products.

It refreshed its brand identity in February 2025, introducing a new icon, Il Leopardo, inspired by the leopard-like scorch marks on Neapolitan pizza crusts.

Crosta Mollica is also a certified B Corp and a sponsor of Venezia FC’s women’s team.

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