Over the last two years, the team and I have done a lot of work to completely overhaul our award winning Irresistible pizza range.

I’m so proud of what we’ve achieved. We now offer a truly authentic pizza range with ingredients that are both rich in flavour and most importantly, have Italian heritage. And from now until 9 April they’re all priced at an introductory offer of just £4!

One of our proudest achievements is the creation of our sourdough base. When visiting Lecce, Puglia, we met a truly inspirational lady. Nonna Rizzo has been making traditional Italian breads and pizza bases in her family home since the 1940s, using a homemade starter dough she has affectionately named Arturo (or Arthur to us Brits).

Nonna Rizzo has agreed for us to exclusively use Arturo in our dough and it’s this 75-year-old mother dough that gives our new Irresistible pizzas the same delicious taste and texture of real Neapolitan pizza. The dough we created uses premium 00 grade flour and is slowly fermented for 24 hours, hand stretched and then baked by open flames in a real wood fire oven.

For the sauce, we’ve created an exclusive blend of San Marzano tomatoes, crushing them together just like they do in Naples. The result of going back to this tradional method is a vibrant, sweet and rich red sauce that makes our toppings really stand out.

Each pizza is topped with a mixture of ingredients with true Italian provenance and have been individually sourced by our development team from some of Italy’s most famous regions. I’m sure you’ll agree, they’re abolutley delicious!

Our efforts, combined with Nonna Rizzo’s dough expertise (and of course Arturo), cumulates in a collection of authentic pizzas that bring the true taste of Italy to dinner tables across the UK.

By using our brand new suite of range, space and merchandising tools you’ll see our new pizzas in more stores than ever before so, take advantage of the £4 deal (while you can) and let us know what you think by emailing letstalkaboutfood@coop.co.uk.

Kevin Sargent
Product Developer

Join the conversation! 4 Comments

  1. Not sure why anybody buys branded pizzas, own brand pizzas are amongst the best on the market, ours in particular.

  2. My girlfriend thought I was mad when I named my starter dough Henry a few years back – vindication!

  3. They were already some of the best store bought pizzas available, so I’m really looking forward to trying the updated range!

  4. Now that is a great deal no matter what!

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