BRAND NEWS
Crosta Mollica and European pizza group announce merger
Crosta Mollica and European Pizza Group announce a merger to create one of Europe’s largest pizza businesses with EUR 1 billion of retail sales. The merger combines Crosta Mollica - one of Europe’s fastest-growing food brands - with European Pizza Group - producer of the much-loved Wagner and Buitoni pizza brands. David Milner, Chairman of Crosta Mollica will become Group CEO of the combined entity. Tom Sirett will continue as CEO of Crosta Mollica and Matthias Casanova will continue as CEO of European Pizza Group. There are no short-term plans to change the operating model of either company, which will operate as standalone businesses. Crosta Mollica will focus on maintaining the momentum that has made it one of
UK grocery’s standout growth stories. Since David Milner and Tom Sirett joined in January 2024, retail sales have tripled from EUR 90m to 270m - becoming the UK’s #2 pizza brand and being named 2026 Food Brand of the Year by The Grocer magazine. Growth at European Pizza Group
has accelerated since its spin out from Nestlé in September 2023. The Wagner and Buitoni brands will continue their strong record of gaining market share in each of their 10 core European markets, supplied by major manufacturing operations in Italy and Germany. David Milner said: “I am excited by the potential of this merger. Wagner and Buitoni are strong brands with excellent positions across Europe. Bringing them together with Crosta Mollica creates a highly
Unwaffle launches high-protein, allergen-friendly waffle for
on-the-go consumers Montana-based food brand Unwaffle has launched a range of chef- crafted, high-protein waffles designed to offer a convenient breakfast and snacking option for consumers with busy, active lifestyles. Founded by chef Erik
Walnum and his wife Mollie, the Bozeman-based brand was developed after their children’s dietary restrictions prompted the couple to create their own alternative to products available in the frozen aisle. Unwaffle’s waffles are made
with organic whole-grain oats, lentils, hemp, chia and flax, alongside avocado oil. The products are naturally free from the top 14 allergens and contain no seed oils. Each two- waffle serving provides 14g of protein and 7g of fibre. The range is available in six flavours: Vanilla Bean, Blueberry, Chocolate, Homestyle, Lemon Poppyseed
and Peach Raspberry. Designed for portability, the
waffles can be eaten straight from the fridge or toasted, while their shelf stability for several days without refrigeration makes them suitable for travel, outdoor activities and on-the- go snacking. Unwaffle is available
nationwide in boxes of 24 or 40 waffles, with customers able to create boxes featuring their preferred flavours. The brand also offers a monthly subscription service, with products shipped cold and delivered within three days or less.
8 • KENNEDY’S BAKERY PRODUCTION • AUGUST/SEPTEMBER 2026
complementary portfolio. Our focus will be on building on the strengths of each business while using the scale and capabilities of the combined group to accelerate growth. We have outstanding brands, talented people, and a strong platform from which to take the business forward.” The combined group continues to be
backed by the existing shareholders of each entity: PAI, Perwyn, Nestlé and management.
St Pierre launches Chocolate & Hazelnut Filled Croissants
St Pierre is expanding its bakery portfolio with the launch of Chocolate & Hazelnut Filled Croissants, securing listings across Tesco, Asda, Sainsbury’s and Co-op. The six-pack SKU will reach more than 2,200 stores nationwide this autumn. The 45g croissants combine flaky laminated pastry with a chocolate and hazelnut filling and are individually wrapped for freshness and convenience. The product is currently available in 387 Sainsbury’s stores and 520 Tesco sites, with listings in 350 Asda stores from 14 September and 970 Co-op stores from 23 November. Consumer testing recorded 86% appeal and a 78%
overall preference score, while 60% of consumers said they would eat the product for breakfast and more than half as an on-the-go snack. Gill Riley, Global VP Marketing at St Pierre Groupe, said:
“Breakfast and snacking continue to offer significant opportunities for bakery retailers and this launch has been developed with those occasions firmly in mind.” She added: “By combining a familiar and much-loved
flavour pairing with the premium quality consumers expect from St Pierre, we’re giving retailers a proposition that can drive consumption across multiple occasions throughout the day.” The launch follows St Pierre’s Croissant Loaf and All Butter Croissant Rolls.
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