Crosta Mollica Brand Overhaul: A Fresh Look for 2025

Crosta Mollica is set to introduce a complete brand overhaul for 2025, reinforcing its authentic Italian identity while increasing brand recognition. This transformation will strengthen the brand’s presence and attract a broader audience.

The Crosta Mollica will launch in February, starting with the sourdough pizza range across both chilled and frozen categories. As the only UK pizza brand producing its entire range in Italy, Crosta Mollica sources premium local ingredients before importing its products for sale in the UK.

Packaging and Design Enhancements

Fresh, Distinctive Packaging

The Crosta Mollica brand overhaul includes updated packaging that highlights the pizzas inside and showcases ingredient freshness. For the first time, the chilled and frozen ranges will feature distinct packaging designs, tailored to different shopping environments.

Stronger Italian Heritage

The rebranding strengthens Crosta Mollica’s Italian roots with updated product names and ingredient descriptions in Italian. Additionally, the brand has removed the ampersand from its logo, simplifying the name to “Crosta Mollica,” which means “crust” and “crumb.” This change makes the name easier to pronounce while preserving its authentic feel.

New Positioning and Market Strategy

“Non Per Tutti” – Not for Everyone

The new brand positioning embraces the slogan “Non Per Tutti”, meaning “not for everyone.” This emphasizes Crosta Mollica’s commitment to quality, authenticity, and artisanal craftsmanship, appealing to discerning food lovers.

A Message from Leadership

Crosta Mollica executive chairman David Milner stated,

“We want to be more than ‘the one with the stripes.’ This brand refresh will highlight our Italian heritage, quality, and passion.”

Looking Ahead

The Crosta Mollica brand overhaul will be supported by in-store and online activations, including striking floor-to-ceiling displays in chilled and frozen aisles.

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