Appetites for foreign flavours among British consumers have been well catered for by the latest savoury innovations from bakers.
These range from authentic Italian pizza, pizzelle, pinsa, and dough balls to French country bread (albeit in a filled mini format), along with carriers for a New York deli or spicy summer BBQ experience.
Check out our round-up of savoury bakery NPD hitting the UK market:
Pizza and dough bites ranges, Crosta Mollica
Having dropped the ampersand from its name back in February, London-based Italian food brand Crosta Mollica has now added new Roman-style pizzas and dough ball lines to its portfolio. These look to tap into the rising popularity of premium pizza, noted as the only retail category within the wider pizza sector that has seen growth over the last 12 months (+11% vs -0.4% for the total market as per NielsenIQ data, 52w/e 12 July 2022).
The Collezione Romana range of premium pizzas with larger 32cm bases launches in September at the chilled aisles of Tesco, Waitrose, and Sainsbury’s. It includes a trio of options: Portofino (margherita with buffalo mozzarella and Fior di Latte cheese), Bosco Di Alba (summer truffle and grilled mushroom with a roasted garlic sauce), and Bolzano (spiced Italian sausage with Tropea red onion). The packaging features an undulating topographic pattern celebrating Italy’s diverse regional terroir, while the back tells the story behind the inspiration of each pizza variety as well as suggested wine pairings.
A trio of new Pizzelle Dough Bites has also been rolled out in flavours of Garlic & Chive, Speck & Ricotta, and Tomato & Olive at Sainsbury’s and Tesco (chilled) and Ocado (frozen) – priced at £3.50 for a box of 11 dough bites. “More often than not, doughballs are bland, dry and dull. It’s no surprise 75% of pizza shoppers steer clear of them,” commented Crosta Mollica marketing manager Dean Lavender, citing NielsenIQ data for the 52w/e 19 April 2025. “Instead, our Pizzelle will offer a product which not only tastes fantastic and can be joyfully served alongside pizza but also on its own to inspire and be part of other mealtime occasions.”
NYC Subs, New York Bakery
The Grupo Bimbo-owned bakery brand has continued entering new categories beyond bagels, with its new Soft-Baked Chunky Cookies joined by NYC Subs in three flavours: Original, Italian Style Herb, and Roasted Onion.
These sandwich carriers feature a soft-inside and chewy-outside texture that is said to mirror the iconic and authentic New York deli experience. Each flavour is available as a two-pack (rsp: £1.79), with Original also sold in a four-pack (£2.99), at Tesco, Morrisons, and Co-op stores, and via Ocado.
New York Bakery highlighted that rolls were continuing to outperform total bakery [Kantar World Panel data on ambient rolls, 52 w/e to 18 May 2025] with demand fuelled by hybrid working, packed lunches, and the evolving sandwich occasion. It added that its NYC Subs tap directly into this trend, offering shoppers a differentiated product that encourages trade-up from standard rolls and wraps.
Pinsa, Pan’Artisan
A latest introduction to the dough product supplier’s Italiano range for foodservice operators is new hand-stretched Pinsa. Made with selected stone-milled grains (type 0 and 2), rice flour, and sourdough, it is suitable for vegan, vegetarian, and lactose-intolerant diets, with each pinsa is approximately 18cm by 35cm (350g) and supplied frozen. It can be cooked in just four to six minutes at 250oC.
Pan’Artisan’s business development director Chris Dickinson noted how baking with the new pinsa results in a beautifully leavened structure, a crisp outer texture and a soft, cloud-like interior. “It can be topped with seasonal, savoury ingredients to make a gourmet flatbread or open sandwich, used as a superior bread alternative, topped like a pizza and baked, or finished with sweet ingredients such as fruit, honey or mascarpone for an inventive dessert,” he said. “Its structure holds toppings without becoming soggy, making it ideal for fast-paced service while maintaining a premium presentation – perfect for restaurants, cafés, catering events, and grab-and-go formats alike.”
Chilled pizzas and dough balls, PizzaExpress
The pizzeria brand is set to introduce its brand new Specials range to the chilled aisles at supermarkets this autumn. All the new pizzas feature a 11-inch handstretched Neapolitan-style dough base, which is wood fired on lava stones from Mount Etna before being hand-topped in the UK with its restaurant-inspired sauce of crushed tomatoes and basil.
The four-strong range landing at stores from 24 September consists of Margherita Speciale (mozzarella pearls, basil pesto and semi-dried tomatoes), Pollo Ad Astra (Cajun spiced chicken, sweet red peppers, and red onion), Pollo American (pepperoni, smoky chicken, and red onion), and Quattro Carne (Calabrian ’nduja, Salsiccia picante, Napoli salami and Italian pepperoni).
Turning up the heat in the chillers alongside the new pizzas is Hot Honey Dough Balls, a variation on PizzaExpress’ classic side order that taps into one of the flavour trends of the summer. Each pack features eight dough balls coated in garlic butter, accompanied by sweet and spicy hot honey to drizzle over after baking.
Chilli Brioche Buns, St Pierre
Meeting growing demand for bold, globally inspired foods, brioche brand St Pierre has expanded its range with a limited-edition Spicy Chilli Brioche Bun.
Available in a four-pack (rsp: £2.50) at Tesco, Morrisons, Asda, and Sainsbury’s stores and via Ocado until the end of September, the seasonal NPD is designed to offer incremental sales during the summer peak, targeting consumers seeking restaurant-style indulgence at home.
“We know that consumers are looking for more adventurous mealtime options, particularly during barbecue season,” asserted Georgia Dales-Smith, head of UK brands at St Pierre Groupe. “This launch allows retailers to capitalise on the shift toward spicy flavour profiles and elevate the role of brioche in savoury meal occasions.”
Bakery occasions continue to drive growth for the bakery sector, said St Pierre, up 5% year-on-year and representing 41% of the ambient bakery market [Kantar data, 52w/e 26 January 2025]. The brand used the same data set to show how it is outperforming the sector, delivering 12% of total bakery occasions growth.
Brie Mini Bread Rolls, Tipiak
Specialist food producer Tipiak has launched authentic mini French country bread rolls stuffed with Brie cheese and mozzarella sauce into the UK foodservice sector.
The rolls suit a range of applications including afternoon tea, buffets, canapés, snacks, and starters, and can also be served on cheese platters, as a gourmet touch to salads, and to give a modern twist to soups. Supplied frozen in packs of 32 (approximately 13g each) via distribution partner Central Foods, they take just 12 minutes to reheat from frozen in an oven and eight minutes in an air fryer.
“The crispy and soft French country breads are made in our Tipiak bakery and given a traditional look, with a cracked and floured crust,” commented Marie-Emmanuelle Chessé, international development project manager at Tipiak. “The melting and delicious Brie filling is the perfect partner for these mini rolls, which are sure to go down well with British consumers.”
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