Co-op unveils an exciting launch set to shake up the chilled pizza aisle with the launch of two cheesy, fluffy and fully loaded Detroit Style Pizzas (£5.25).
This iconic style of pizza is unique to Co-op, as the convenience retailer is the only major UK grocer to offer an own label Detroit style to shoppers across the country.
These delicious and innovative pizzas use a deep, light and airy base which is generously loaded with American inspired toppings and a layer of cheese around the edge of the base which is baked to create the signature caramelised crispy cheese crust Detroit pizza is famous for.
This distinguishes the range from the more established and readily available pizza varieties such as the thin crusts of Italian or New York style and the heavier, doughy Chicago versions. Brits who think they’ve sampled them all when it comes to pizza types may be surprised when they try this newcomer – a fresh and exciting option which is unlike anything else on the market, and can be enjoyed from the comfort of their own homes.
The range draws inspiration from the original square-style pizzas first introduced in the US during the 1940s and the growing trend in the UK. Since 2024, online UK searches for ‘Detroit Pizza’ has surged and continues to rise to this day, linked to the Detroit pizza joints emerging across major cities such as London, Manchester and Edinburgh.
Tessa Weston, product development manager for Pizza at Co-op, said: “As a retailer known for our award-winning range of delicious pizzas, we wanted to bring something different to the market and after travelling to the US, we found inspiration in authentic Detroit pizzas with their perfectly crispy crusts.
“What sets Detroit pizza apart from other varieties is the way it is crafted to make its iconic cheese crust. The crucial first step to create a light, airy, focaccia-like texture starts with a first proof of the dough, followed by hand stretching the dough into oiled metal pans and adding the cheese to the edges before a second proof – we went to great lengths to get to this stage with our supplier ordering in bespoke pans. Bases are then baked in the oven to create those crispy edges and finished with sauce and toppings.
It’s no secret that we’re a nation of pizza lovers so we’re confident this launch will be a hit with our shoppers looking for a new pizza style to obsess over just like us!”
The range focuses on classically American flavours, launching with a cheeseburger and a pepperoni option:
Detroit Style Cheeseburger Pizza, 500g, £5.25
A deep, light and airy base with a caramelised cheese crust, loaded with tomato sauce, mozzarella, mild Cheddar cheese, spiced minced beef, pickled gherkins, pink pickled onions and Red Leicester cheese, with a sachet of creamy and tangy burger sauce to drizzle on top.
Detroit Style Double Pepperoni Pizza, 446g, £5.25
An American classic, this deep, light and airy pizza base with a caramelised cheese crust is topped with tomato sauce, mozzarella pepperoni slices, and a super smoky pepperoni crumb and mild Cheddar cheese.
