Pizza Groups Merged in €1 Billion Deal
David Milner has been named CEO of the new entity formed by the combination of Crosta Mollica and European Pizza Group.
Updated on Oct. 10, 2026 in Business Strategy
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The merger of Crosta Mollica and the European Pizza Group has created a new entity valued at approximately €1 billion (£900 million). David Milner, who previously led brands like Tyrells and Lily's Kitchen, will serve as CEO of the combined firm.
Why it matters
The merger aims to scale premium pizza offerings across Europe by leveraging the existing infrastructure and sales force of the European Pizza Group. This combination aligns Crosta Mollica's retail growth with the established market presence of the European Pizza Group to target broader international expansion.
The combined entity holds a valuation of approximately €1 billion. Crosta Mollica enters this partnership with 70% distribution coverage within UK retailers and reported 70% retail sales growth in the UK this year.
The players
David Milner
An executive with a history of scaling consumer brands including Tyrells, Lily's Kitchen, and St Pierre Groupe.
Crosta Mollica
A premium pizza brand that holds second place in the UK market and was acquired by Perwyn in 2024.
European Pizza Group
An entity owned by Perwyn, PAI Partners, and Nestlé that manages regional pizza brands like Buitoni.
The details
The strategy centers on upgrading existing European brands through rigorous quality control, refreshed packaging, and updated branding. The group plans to utilize the European Pizza Group’s established infrastructure to push premium products into new markets like France. Leadership also intends to capitalize on the success of the Buitoni brand in Germany, Italy, Spain, and Portugal.
Timeline
Perwyn acquired Crosta Mollica in early 2024.
Crosta Mollica retail sales reached £100 million for the 52 weeks ending June 2026.
The majority of Crosta Mollica's growth is projected to occur in the UK over the next two years.
Market Landscape
This move follows a documented industry trend of private equity firms consolidating regional food brands to capture scale. It marks a significant shift as the group attempts to mirror the consolidation patterns seen across the European private-label and premium supermarket food sector.
Operators should monitor whether the group successfully migrates premium brand strategies into the Buitoni product line. This development suggests a potential increase in competitive pressure for premium shelf space across European grocery retailers.
The takeaway
The merger highlights a strategic pivot toward using shared logistics to scale high-growth niche products across international borders. Keep a close watch on how the new leadership team integrates quality control standards across the Buitoni brand portfolio in the coming quarters.
Further reading
For more on how firms structure cross-border operations, read our Business Strategy section.
Source note: This article includes information reported by The Grocer.
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