Upmarket Italian brand Crosta & Mollica has unveiled a new look and positioning for 2025.
It has removed the ampersand from its name and logo, becoming simply Crosta Mollica.
Meanwhile, its stripes have been updated to “amplify the new look and feel”, with each product featuring its own unique colourway.
Pack designs have been updated to “proudly showcase the pizza within”, while pizza names and ingredients now feature in Italian.
In addition, there is a variation in pack design from chilled to frozen for the first time, reflecting the difference in shopping environment.
Authentically Italian
The brand has a new strapline, “non per tutti” (not for everyone), and a new logo, a leopard, whose black spots reflect the black scorch marks the pizzas develop through stone-baking.
The redesign reinforced Crosta Mollica’s “authentic Italian credentials”, while driving home the message of its “superior quality of ingredients”, said the brand.
It would also open the brand up to “a new audience of food lovers to the brand through discovery”, Crosta Mollica said.
Crosta Mollica executive chairman David Milner said: “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.”
2025 ambitions
“This is the start of a new era for Crosta Mollica and I can’t wait for everyone to see it,” Milner added.
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.”
The refresh will be supported by activations with retailers in-store and online.
It comes after value sales of Crosta & Mollica pizzas rocketed 50.1% to £42.9m in the year to 7 September 2024 [NIQ].
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