PIZZA TOPPINGS
Flavour exploration!
From Cheeseburger Crumble to Beef Birria and Asian influence, the pizza experience continues to evolve – and Dawn Farms is at the epicentre. TASTE OF THE CENTURY It was reportedly just over 100 years ago when pepperoni made its debut as a pizza topping in New York – and it has gone on to become a superstar. And Bryan Murphy, UK sales director at Dawn Farms, doesn’t see that changing any time soon. “In fact, watch out for some creative reimagining of this classic, as the sector repositions in a fast-changing hospitality market. In the growing Halal segment, we are witnessing good growth for our Habibi premium brand, as authentic 28 P&P_226_Mar25_p28-31_Dawn Farm_JB AB.indd 28
certification is in demand and not always available. First out of the blocks for us in our NPD-led pepperoni range is the ‘cup n crisp’ format, taking the growing street food pizza scene in New York by storm. This is often served with a hot honey drizzle. “We expect to see more unique flavour pairings within the fermented space, including fennel or truffle infused salami, for example,” continued Murphy. “More recently, we’ve witnessed crossfertilisation across product sectors. Our own cheeseburger pizza crumble, which
features a mince crumble with a distinct cheeseburger flavour, is a good example. These offerings combine the best of both worlds for thrill-seeking Gen Zers looking to push boundaries.” Keeping an eye on what’s coming next in the sector is a key business facet at Dawn Farms, having recently published its biannual Trend Catcher report. “This is founded on months of research consisting of menu analysis, flavour reports and social media content,” said Karen Byrne, consumer insights manager at Dawn Farms. www.pizzapastamagazine.co.uk 20/02/2025 11:20