Passion for next-gen pizza is getting hotter

Does pizza really need a revamp?

With shoppers increasingly – and actively – seeking out next-gen pizzas that offer artistry and provenance alongside exceptional taste, it’s fair to say that the needle is shifting towards premium pizza “whether it’s the method of cooking and the type of base, stone baked or woodfired sourdough, or the types of premium toppings,” explains Tracklements’ Becca Chapman.

“People are becoming more knowledgeable about high-quality produce and, thanks to social media, increasingly confident home cooks,” agrees Josh Oliver, co-founder and creative director of Bad Boy Pizza Society. “There’s a growing desire for even the most accessible foods to feel a little more premium. People are also becoming more aware of the regional differences and styles of pizza, which is pushing the industry forward as everyone looks for something new.”

Are we moving beyond frozen pizza?

Depends on who you ask. Brick Pizza revolutionised the frozen pizza category, tempting discerning shoppers away from supermarket freezer aisles towards indies with their guaranteed quality, toppings which taste freshly-prepped and the kind of texture you could expect if the pizza was fresh from the oven in their Norwich city centre pizzeria. Gone are the days of limp, flavourless pizzas that a home oven can’t quite master; these are prime Neapolitan pies with quality baked in. 

Options are extending far beyond the ‘thin and crispy’ or ‘deep pan’ of supermarket chillers and freezers, says Dave Morgan-Ratcliffe, co-founder of Ria’s. “The question used to be: ‘Do you like pizza?’ Pizza was largely treated as one category, without much thought given to different styles or personal preferences. Now people are much more in tune with what they actually like – whether that’s thin and crispy, deep pan, charred and chewy, or something completely different.”

Does Italian pizza still rule the roost?

While Naples will always hold the crown as the original home of pizza, with foodies making pilgrimages to taste the one ‘true’ pizza – Neapolitan-style – these days there are plenty more options on the menu, with formats with American roots garnering favour. “NYC-style pizza is becoming firmly entrenched in the UK, with its blend of uncomplicated and high quality clearly capturing British tastes,” says Tom Gatehouse of Egg Soldiers. “Within the appeal, there’s an element of borrowed nostalgia about NYC-style, with millions having grown up watching films and TV shows featuring the iconic slice.”

The demand for Stateside-style pizzas extends beyond New York to other regions, he explains. “It’s also acting as a gateway style for a whole host of other pizza iterations from the States to make their move across the pond – from New Haven and Detroit to crisp ‘tavern’ style.”

How can we cash in on DIY pizzas?

Pizza-making at home has boomed ever since Covid-19 inspired a spate of pizza oven purchases – and high quality ingredients are key to the success of the end result. Premium tomato passata – the kind that retains the sweetness of sun-ripened tomatoes as opposed to the cheaper options that can lean bitter – is a must, as is low moisture Mozzarella.

You’d be forgiven for thinking that regular Mozzarella would do the job, but excess moisture is the enemy of pizza bases so either add a drier option to your counter or advise customers to slice then dry theirs on kitchen paper before using. “Ricotta and Parmesan are also finding new spotlights as part of this movement,” says Tom, plus you can use this as an opportunity to push charcuterie, antipasti and, well, pretty much anything else too (toppings for Detroit pizzas in particular are fashionably eclectic). 

Condiments also give customers the opportunity to transform their pizzas a dollop at a time, explains Becca. “Whether it’s Pineapple & Chilli Relish with serrano ham or Fresh Chilli Jam with goats’ cheese, they can create classic pizza pairings with a premium twist, without the effort. We’ve even seen pizza connoisseurs take to using Proper Tomato Ketchup as a base for pizzas – as over half the bottle is top-tier tomatoes, it makes for a great tasting and great quality base.”

This trend feeds right into the hands of fine food retailers. “People are paying more attention to things like dough fermentation, flour, tomatoes and cheese in the same way they might with bread, coffee or wine,” says Dave. “A combination of craft, culture and accessibility is a huge part of why pizza is having such a moment.”