east PIZZAS, the sourdough pizza specialists which produces a range of authentic restaurant-quality 72-hour sourdough pizzas, bases and doughballs, has launched its first retail range.
The new east PIZZAS range includes individual 250g pizza dough balls for consumers who want to stretch and shape their own bases, as well as pre-stretched 12” pizza bases and ready-to-cook topped pizzas in three popular flavours – Margherita, Pepperoni and Spicy.
The range will launch across independent food retailers, farm shops and wholesalers from December 2025.
The dough is made with just three simple ingredients – flour, water and salt – and developed using the company’s unique natural fermentation and 72-hour proving process, to deliver a light and flavour-packed foundation for any homemade pizza. The doughballs and bases are UPF, additive and preservative-free.
“The pizza bases are blank canvases which are ready-to-top with consumers’ own recipes, while the dough balls are ready to stretch and shape for those who want more interaction with the process,” said Roly Simpson, co-founder of east PIZZAS.
“The topped pizzas celebrate three of our most popular flavours and have been created for oven-ready convenience for consumers. They deliver the delicious texture and flavour of truly authentic sourdough and crisp up beautifully when cooked.
“We’re confident the range is going to be a big hit with consumers seeking 100% natural ingredients and restaurant quality pizzas to enjoy at home.”
east PIZZAS was founded in 2017 and evolved from an Edinburgh-based pizzeria set up by co-founders Roly Simpson and Rob Marshall, whose vision was to bring authentic, restaurant-quality sourdough pizzas into the home without compromising on the quality of ingredients or flavour.
It has since grown into a successful e-commerce and foodservice pizza brand producing 250,000 sourdough doughballs a month for a range of trade and at-home customers.
Available from December in eye-catching packaging for standout shopper recognition in the chiller, the east PIZZAS products are supplied fresh and can be refrigerated, or stored in the freezer for up to three months.
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