David Milner Named CEO of Merged Pizza Group
The leadership change follows the billion-euro combination of Crosta Mollica and the European Pizza Group.
Updated on Oct. 10, 2026 in Business Strategy
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David Milner has been appointed CEO of the newly merged entity formed by Crosta Mollica and the European Pizza Group. This combined business, valued at approximately €1 billion, aims to scale premium pizza offerings across Europe.
Why it matters
The merger leverages Crosta Mollica’s rapid growth with the established infrastructure of the European Pizza Group to capture broader market share. Leadership intends to disrupt European markets by introducing premium products to regions where the group already operates.
The combined entity holds an estimated value of €1 billion, or £900 million. Crosta Mollica recently reported 70% annual retail sales growth in the UK, where it maintains 70% distribution coverage.
The players
David Milner
He is the new CEO of the combined Crosta Mollica and European Pizza Group who previously managed brands including Tyrells, Lily's Kitchen, and St Pierre Groupe.
Crosta Mollica
This is a pizza brand that holds second place in the UK market and was acquired by Perwyn in 2024.
European Pizza Group
The group is an international entity owned by Perwyn, PAI Partners, and Nestlé that manages regional operations.
Buitoni
This is a supermarket pizza brand that serves as the second-largest in Germany and holds a significant presence in Italy, Spain, and Portugal.
The details
The new leadership plans to enhance European brands through quality control, packaging revamps, and improved retailer relationships. The strategy utilizes the existing sales force and infrastructure of the European Pizza Group to distribute premium pizzas into new markets, including Germany, France, Italy, Spain, and Portugal.
Timeline
Perwyn acquired Crosta Mollica in early 2024.
Crosta Mollica UK retail sales hit £100 million in the 52 weeks ending June 2026.
The executive appointment occurred in October 2026.
The majority of brand growth is projected to occur in the UK over the next two years.
Market Landscape
This move follows the European market consolidation of premium food brands, mirroring strategies used by major conglomerates to capture regional consumer demand. The combination positions the company to challenge larger incumbents by leveraging localized infrastructure for premium distribution.
Consumers in regions like Germany and France may soon see a wider variety of premium pizza options in local supermarkets as the group expands its product range. Shoppers in the UK can also expect continued brand investment as the company pushes to become the top pizza brand.
The takeaway
The merger highlights how premium food brands are increasingly relying on established distribution networks to penetrate foreign markets. Success for the new entity will likely depend on the company's ability to maintain brand quality while scaling operations across diverse European regulations.
Further reading
For more analysis on corporate structural changes, visit the Business Strategy section.
Source note: This article includes information reported by The Grocer.
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