Why Italian Secret
Here’s the truth: most people today are used to compromises.
Soggy supermarket bases, takeaway pizzas that arrive half-dead, meal kits pretending to be “Italian” or "premium" but tasting nothing like the real thing.
Italian Secret exists to eliminate those compromises.
1. Because it’s the only pizza that tastes exactly like a restaurant pizza — but at home
Our pizzas aren’t “similar” to what you get in a proper pizzeria: They’re identical.
Same dough process, same extreme-heat bake, same ingredient standards. And—this is where retailer brands fail—Italian pizza is not “throw everything on top and bake it.” Real Italian pizza respects ingredients and this is why we are the first in the world to give you this type of kit.
We provide toppings to add after baking to keep them vibrant, fresh, and full of flavour — exactly how it’s done in a proper Italian pizzeria.
Supermarket pizza can’t do that.
Delivery can’t do that.
You’re simply reheating something that someone else already fully cooked — toppings included. Everything has already melted, steamed, dried out, or blended together long before it reaches you.
With Italian Secret, you finish the pizza once. Exactly when you’re about to eat it.
Want to add something from your fridge? Do it — it will cook perfectly once, just like the rest of the toppings.
The mozzarella melts once.
The ingredients release their flavour once.
The base crisps up once.
That’s why the final result tastes fresh, alive, real — not reheated.
Only a handcrafted base finished with toppings can, at home.
The only difference? They arrive at your door, and you finish them in 5 minutes.
2. Because it’s handcrafted, not industrial
No factory lines. No additives. No shortcuts.
Every pizza kit is handmade in London, one by one, with the same care of a top Italian pizzeria.
The result?
The crust, the tomato sauce, the aroma, the melt of the mozzarella — it’s all real, all juicy as it should be. Tomato is not sprayed and dry otherwise the base is soggy, supermarket can't because their pizza would not last for days on
And you can taste it.
3. Because it respects your time
No prep. No mess.
Open the kit, put the pizza in the oven for 3–5 minutes, and eat.
It’s the fastest way to enjoy a proper pizza at home — and yes, good to have it at home, for your cravings is definitely faster than delivery.
4. Because it’s better than delivery pizza
Don’t take my word for it. Anyone who tries both will tell you. Delivery is “good” only if it arrives warm and not steamed in the box. And if you like italian pizza, which is thin, it is impossible to receive it hot and you end up reheating it at home. What if you bought it with a burrata on top, are you cooking a burrata now?
A freshly baked pizza, on the other hand, always wins.
Always.
5. Because you control the ingredients
No endless ingredient lists, no preservatives even if our pizza bases can stay in your cupboard for weeks! rigorous and strict processes allow this to be a reality.
Everything else is high-quality Italian ingredients, packed individually so you can add or remove toppings exactly how you want, you can even decide to put all your salami on a side if you are splitting a pizza, so the other person can have what they would like.
It’s designed for people who love real pizza, and want fresh ingredients (which can be frozen at home too).
6. Because it’s not a meal kit — it’s an experience
You’re not cooking. You’re simply finishing a product that’s already been brought to perfection, and you can cook even 4 at the time.
Your kit arrives with pizza bases at room tempoerature and your toppings in a chilled, elegant pouch with a QR code, simple instructions, and everything you need to recreate a restaurant-quality pizza at home. And we say restaurant again because this is what they do in restaurants without a pizza oven.
7. Because we focus on quality, not volume
We’re not trying to be the biggest. We’re trying to be the best.
We test, refine, and improve every single day — listening to real customers, not investors, not agencies, not trends.
Our pizzas will evolve. They will change. They will tell you a different story each time you buy, because they are authentic.
They’re a living product, made by real hands, shaped by real choices, just like us.
Italian Secret is built for people who want authenticity, not marketing fluff.
People who care about flavour, not hype.
People who can taste the difference — and won’t settle for less.