Crosta Mollica has unveiled a full refresh of its branding including removal of the ampersand from its former name (Crosta & Mollica).
The London-based food brand said the move was aimed at reinforcing its authentic Italian credentials whilst driving home messaging of the superior quality of ingredients.
New branding is starting to be rolled out this month, with updated packaging seen across its range of sourdough pizzas. The key change is the name – Crosta Mollica literally translates to ‘crust’ and ‘crumb’, with the company claiming the new name is easier for pizza eaters to pronounce and recall whilst still being quintessentially Italian.
Replacing the large ampersand logo at the top is ‘Il Leopardo’, a leopard standing between the words ‘sourdough’ and ‘wood-fired’. The new logo design is said to embody the ‘leopardisation’ process that gives rise to black, spotted scorch marks on the pizza crust. Crosta Mollica pizzas are produced from 24-hour slow proved dough made using water from the Dolomites mountain range, which is then wood-fired on a lava stone.
Meanwhile, the black and white stripes (with one stripe coloured for each different pizza style) have been amplified to become more prominent across the packaging. Each box also features a large background image of the finished pizza to help emphasise freshness of ingredients, which are listed in Italian under the name of the variety. There is differentiation in background colours between chilled and frozen lines too, to reflect the different shopping environments.
On the back of packs is the phrase ‘Non Per Tutti’, which means ‘not for everyone’ in Italian. Crosta Mollica said this tagline is part of its strategy to remind consumers that its products are not for those looking for the likes of pineapple on their pizza or stuffed crust but for those who can appreciate the craftmanship, quality and commitment to authenticity.
“Crosta Mollica is an exceptional brand. 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,” commented David Milner, who was brought in as executive chairman at Crosta Mollica last year at a time when it had secured private equity investment to support its continued expansion.
“The pizzas – as well as all our other products – taste fantastic and we want more people to discover what we are about,” added Milner.
The brand refresh will be supported by key activations with retailers, both in-store and online, to disrupt shoppers. Activity will include floor-to-ceiling in-aisle shopper engagement and branding across both the chilled and frozen aisles to drive awareness and communicate key messaging around the refresh.
B Corp-certified Crosta Mollica describes itself as one of the UK’s fastest growing pizza brands. It claims to sell a pizza every two minutes on average across retailers including Tesco, Sainsbury’s, Waitrose, Morrisons, Ocado, the Co-op, Booths, Nisas, Costco, and Booker. Other products on its range include flatbreads, panini, panettone, breadsticks, and biscuits, along with dried pasta, gelato, and tiramisu.
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