Following the successful brand refresh of the pizza range, Crosta Mollica has announced the next phase of its evolution with completely evolved packaging for its premium Italian bakery collection. The stylish new look builds on the momentum of the pizza range relaunch, extending the ‘Non Per Tutti’ ethos to their growing bakery portfolio. The new packing will begin to roll out on shelf from September 2025.
The artisanal bakery collection – featuring Focaccia Panini, Pane Pugliese, and a trio of authentic Piadina varieties – will showcase the distinctive new visual identity which has already transformed Crosta Mollica’s presence in the pizza category. With one Crosta Mollica pizza sold every two minutes across the UK, the brand continues its mission to bring truly authentic Italian baking traditions to discerning food lovers.
Maintaining its commitment to genuine Italian craftsmanship, Crosta Mollica’s bakery range embodies the regional diversity of Italy’s rich baking heritage. From the light, dimpled Focaccia Panini of Liguria to the golden durum wheat Pane Pugliese and the beloved street food staple Piadina from Emilia-Romagna, each product celebrates a distinct Italian culinary tradition.
The revitalised packaging proudly draws attention to the product through appetite-appealing imagery. Thoughtfully integrated into the design is authentic Italian nomenclature and detailed storytelling about regional origins and recipe inspiration to encourage consumers to explore classic Italian pairings and preparation methods.
David Milner, Executive Chairman at Crosta Mollica, said: “We had a tremendous response to our fresh brand evolution across the pizza range earlier this year and are excited to be able to continue to extend our new brand identity to our bakery collection. Our ambition has always been to build a comprehensive Italian food brand that stands for quality, authenticity and style. While pizza will continue to be our hero product, the bakery range embodies everything special about Crosta Mollica from genuine Italian provenance, superior ingredients, and uncompromising craftsmanship. The new packaging brings these qualities to life visually, helping shoppers instantly recognise our commitment to excellence. This is another significant milestone in our journey to establish Crosta Mollica as the definitive Italian food brand for those who appreciate the difference quality makes – as we say, non per tutti.”
Dean Lavender, Marketing Director at Crosta Mollica, added: “For the new visual identity of our bakery range we wanted to ensure there was an emphasis on the premium ingredients and traditional methods. We’re seeing incredible organic growth for our Piadina range with people increasingly turning to them as a cleaner and delicious alternatives to other wraps.
“Preserving the Italian quality and taste, we only use four ingredients (wheat, flour, olive oil, salt). While this Italian staple isn’t as well-known with UK consumers, through the new packaging we aim to educate and introduce shoppers to its perfect serve – which starts from a quick warming of our Piadina in a dry frying pan to activate the olive oil and release the flavour – and inspire through the new photography and traditional Italian recipe on the back of pack. We hope the new look for our bakery range will be embraced as wholeheartedly as our pizzas were.”
Crosta Mollica’s signature stripes have been elegantly enhanced across the bakery range with each product featuring its own distinctive colourway within the sophisticated palette, creating visual cohesion while allowing for product differentiation.
The refined striped pattern serves as both a striking design element and a subtle nod to Italy’s fashion heritage, reinforcing Crosta Mollica’s position as a style-conscious brand with authentic credentials. Il Leopardo – the brand’s embodiment of ‘crust’ and ‘crumb’ which was introduced in the February rebrand – features prominently, unifying the entire Crosta Mollica portfolio.
With this expansion of the refreshed brand identity, Crosta Mollica continues to strengthen its position as the authentic ‘made in Italy’ choice for shoppers seeking genuine Italian quality and taste – truly, ‘Non Per Tutti’ (not for everyone), but for those who know the difference.
