The Crosta Mollica Collezione Romana Portofino Pizza successfully challenged consumer perceptions of frozen pizza by combining authentic Italian ingredients, artisanal techniques, and premium flavour profiles into a convenient at-home product.
By outperforming a leading takeaway pizza in consumer testing, Crosta Mollica demonstrated that exceptional quality and authenticity can transform the frozen pizza experience – proving that sometimes, the finest ingredients really do speak for themselves.
“At Crosta Mollica we know that the experience of a takeaway pizza rarely lives up to the promise. So with Collezione Romana, we set out to develop a range of pizzas that delivered the ultimate at-home pizza experience; bigger, thin and crisp Roman style, topped with the very best quality ingredients. We worked with Wirral Sensory Services to put our pizzas to the test vs the biggest takeaway provider in the country and were delighted with the results. Mangiamo!”
Dean Lavender, Marketing Director, Crosta Mollica
Background
Crosta Mollica set out to redefine the premium chilled pizza category by delivering an authentic Italian dining experience consumers could enjoy at home.
In a UK consumer taste test involving 200 respondents, the new Crosta Mollica Collezione Romana Portofino Pizza outperformed a leading takeaway pizza across multiple key measures, including taste, ingredient quality, texture, authenticity, and overall eating experience.
Inspired by the vibrant Italian Riviera town of Portofino, the pizza combines premium ingredients and traditional preparation methods to create a restaurant-quality product designed for the modern consumer.
The challenge
Consumers increasingly expect premium quality and authenticity from at-home dining options, particularly within the frozen and ready-made pizza market. However, many products fail to replicate the freshness, texture, and flavour complexity associated with restaurant or takeaway pizzas.
Crosta Mollica aimed to bridge this gap by creating a pizza that could:
• Deliver an authentic Italian flavour profile
• Compete directly with takeaway alternatives
• Offer premium ingredients and artisanal preparation
• Elevate the overall at-home dining experience
The solution
The Crosta Mollica Collezione Romana Portofino Pizza – a refined interpretation of the classic Margherita pizza inspired by the colourful charm of Portofino on the Italian Riviera.
Key product features included:
• Slow-roasted pomodorini gialli
• Creamy mozzarella bufala
• Vibrant basil salsa
• Thin, wood-fired sourdough base
• Carefully selected premium ingredients
The Crosta Mollica Collezione Romana Portofino Pizza was designed to combine artisanal craftsmanship with convenience, allowing consumers to enjoy restaurant-quality pizza directly from their own oven.
Consumer testing and methodology
To validate the product’s market appeal, Crosta Mollica conducted a UK consumer taste test with 200 respondents. Participants compared Crosta Mollica Collezione Romana Portofino Pizza against a leading takeaway equivalent across several performance categories.
Evaluation criteria
Consumers assessed the pizzas based on:
• Taste and flavour
• Topping quality
• Ingredient quality
• Texture
• Authenticity of the sourdough base
• Overall eating experience
Results
The Crosta Mollica Collezione Romana Portofino Pizza outperformed the leading takeaway competitor across all major categories.
Key findings
Consumers rated Crosta Mollica Collezione Romana Portofino Pizza higher for:
• Tastier and more premium toppings
• Better quality ingredients
• A lighter, more authentic sourdough base
• Superior texture
• Overall dining experience
The findings reinforced the growing demand for premium, authentic, and convenient at-home meal solutions.
Impact
The success of the Crosta Mollica Collezione Romana Portofino Pizza demonstrated that consumers are willing to embrace premium frozen products when they deliver on authenticity, quality, and taste.
Business outcome
• Strengthened Crosta Mollica’s premium brand positioning
• Differentiated the product from traditional frozen pizza offerings
• Validated consumer appetite for restaurant-quality experiences at home
• Enhanced competitive standing against takeaway alternatives
