Crosta Mollica and European Pizza Group are to merge, creating a European pizza business with €1 billion in retail sales and bringing together the Crosta Mollica, Wagner and Buitoni brands.
The transaction combines UK food brand Crosta Mollica with European Pizza Group, the producer of Wagner and Buitoni pizzas, creating what the companies describe as one of Europe’s largest pizza businesses.
The combined group will continue to operate Crosta Mollica and European Pizza Group as standalone businesses, with no short-term changes planned to either company’s operating model.
David Milner, currently chairman of Crosta Mollica, will become CEO of the combined group. Tom Sirett will remain CEO of Crosta Mollica, while Matthias Casanova will continue as CEO of European Pizza Group.
The merger brings together a rapidly growing UK pizza brand with established pizza businesses across continental Europe.
Crosta Mollica said its retail sales have increased from €90 million to €270 million since Milner and Sirett joined the business in January 2024. The company has subsequently become the UK’s second-largest pizza brand and was named 2026 Food Brand of the Year by The Grocer.
Under the proposed structure, Crosta Mollica will continue to operate with a focus on maintaining its growth trajectory in the UK grocery market.
European Pizza Group, meanwhile, has accelerated its growth since being spun out of Nestlé in September 2023. Its Wagner and Buitoni brands operate across 10 core European markets, supported by manufacturing operations in Italy and Germany.
The businesses said the brands will continue to focus on gaining market share in their respective markets.
Commenting on the merger, David Milner said: “Wagner and Buitoni are strong brands with excellent positions across Europe. Bringing them together with Crosta Mollica creates a highly 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.”
Milner added that the combined business would have “outstanding brands, talented people, and a strong platform” from which to develop the group.
The combined entity will continue to be backed by the existing shareholders of the two businesses: PAI, Perwyn, Nestlé and management.
by Leah Smith
Source: foodbev.com
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