Crosta and Mollica becomes 'Crust and Crumb'

Many UK consumers do not speak Italian, and struggle with the name of Italian food brand Crosta and Mollica (often calling it ‘the one with the stripy packaging’). Thus, the brand has announced that it has no choice but to change its name globally to ‘Crust and Crumb’, the English translation of the name.

The name change will come into immediate affect from 1 April, freeing English-speaking consumers around the world from the burden of having to pronounce a language that isn’t their own. 

“Here at Crosta & Mollica we’re proud to be a brand that is made in Italy, using Italian ingredients and as such have a beautiful Italian name. But after years of listening to pizza lovers in the UK fumble over an attempted pronunciation or simply refer to us as ‘the stripy brand’, it’s time for a change,” said Crust and Crumb’s marketing director Dean Lavender.

“Today we announce that we are officially rebranding. You can now call us ‘Crust & Crumb’, the direct English translation of Crosta & Mollica. We hope supermarket shoppers will now be able to pronounce their favourite pizza brand, without hesitation. ”

Image Source: Crosta and Mollica