Specialty styles and outre toppings proliferating as ready meals seek to replicate restaurant trends
If you were in the mood for pizza the supermarket choice used to be straightforward – fresh or frozen, thin or thick, margherita or pepperoni – but the UK’s growing appetite for posh pizza is bringing little-known Italian regional specialities and outre toppings to the mainstream.
The traditionally budget-friendly food’s move upmarket is in part driven by demand for “fakeaways” where consumers opt for an upmarket ready meal over a takeaway or eating out. At the same time pizza has never been more fashionable with interest in all forms of the Italian staple fuelled by a buzzing restaurant scene.
