UK Pizza Development: Three action areas for food brands in 2024

London-based duo Zia Lucia and Yard Sale Pizza are two such examples here, with PizzaExpress arguably the most established name looking to revitalise and capitalise with its exclusive delivery platform, refurbished restaurants, and new menu offerings.

Of course, consumer drivers for pizza aren't limited to simple affordability, as without memorable flavours and comforting textures; brands wouldn't get very far with the more discerning, quality-hunting pizza lovers of today.

As such, from an NPD perspective, pizza toppings, bases, crusts, sauces and formats all enjoy regular attention from culinary teams, with healthier builds, diet-specific avenues, and plant-based riffs also of key concern amid evolving consumer demand.

So what of pizza innovation interest areas for 2024? What are some of the hot spots food teams should consider when developing for the UK market next year?

Grab a slice - let's get started.

With health & wellness trends continuing to diversify, food & drink brands across the board are continuing to seek out new and inventive ways to meet a broad spectrum of dietary requirements and preferences, with pizza no exception.

And with premium pizza innovations raising the bar and spoiling the consumer for choice; it's essential for food teams to focus not only on topping choices and sauces to stand out from the crowd, but also the diversity of pizza bases and crusts, innovating beyond the market-standard gluten-free message to widen the net.

Consider the moves made by innovators like Yough! (US) and it's clean label, postbiotic-rich frozen pizza dough made from Greek yoghurt. Also packed with protein and delivering just 1g total fats per 150g; Yough! is targeting consumers regularly seeking gut health support, lower calories, cleaner ingredient decks, and less fat than the standard.

Yeast allergies or intolerances might also be a consideration in terms of diet-centric pizza innovation. Last year, a team of Italian scientists showcased a yeast-free method of leavening pizza dough that relies on high-pressure gasses to create a similar rise to fermentation-led techniques.

While obviously not pizza, it should be noted that flatbreads are having a moment.

From Lee Tiernan's decadent designs at Black Axe Mangal and Manteca's now off-menu clam flatbread option that's "flying out at lunch", to Thomas Strakers' social media showstoppers now blazing a trail in Battersea's Arcade Food Hall; London diners are fairly spoilt for choice, with innovative flatbreads blurring the many lines between starters (including bread & butter), sharers, small plates, and full-blown mains.

So what can pizza makers take from flatbread's rise to prominence these past few years?

Well, clearly, there are few restrictions when it comes to toppings in flatbread development. Size and price play big roles here, with diners more inclined for a spot of adventure with a creative flatbread, being smaller and cheaper than a whole pizza. When it comes to buying the latter, classic toppings shine through, with flatbread's allure not unlike that of artisan bakery options.

But that's not to say flatbread builds have to run wild to be a hit. Far from it.

Consider innovators such as Notting Hill's Kuro Eatery and its goat's cheese and fermented hot honey flatbread, said to be its menu bestseller. The dish is led by the fermented garlic and flower honey, which delivers a unique runny texture and a touch of tanginess, simply drizzled over a circle of goat's cheese on a grilled flatbread.

And from a cost-of-living perspective, smaller flatbread-style options with simple yet flavourful toppings can unlock affordable pricing opportunities for operators considering new ways to increase footfall.

While there's plenty of rumblings about Detriot-style pizza being one to watch for UK development in 2024; we've been thinking about the brands and operators considering a thicker base and rectangle shape that have no alignment with the US.

If you're classic Italian-leaning, for example; how can you work with an American-style pizza base?

Well, focaccia is your friend here, as it is for makers of traditional Sicilian pizza (which, incidently, is said to have been where Detriot-style came from in the first place).

In comparison, Sicilian pizza (or Sfincione) has a light, fluffy focaccia base, with Detroit-style delivering a dense, crispy crust with caramelised edges. And while sfincione runs on mozzarella, detroit-style is brick cheese-based, with toppings vastly different between the pair.

As of today, thick and spongy sfincione has very little penetration in terms of the mainstream restaurant scene, with Manchester-based Haunt's new Sfincione evening menu one of only a handful of UK launches this year.

Haunt offers five sfincione options, including a mortadella & fior di latte (£7) and a vegan-friendly roasted artichoke & romesco (£5), with its focaccia made using regenerative flour from Wildfarmed.