Italian Secret

08/08/2026

Love it!

Match made in heaven! Italian Secret

29/07/2026

One of the things our customers love most about our pizza bases and toppings is that they look and taste like the pizza you’d expect from your favourite Italian pizzeria—bringing back memories of your last trip to Italy.

More and more businesses are now switching their pizza offering to Italian Secret, and that’s a great sign that we’re delivering exactly what we set out to achieve.

Thank you to everyone who has trusted us and supported our journey. 🇮🇹🍕

27/07/2026

Our pizza bases are made without tomato sauce so they can be topped with your fantasy. Here our artisan gluten pizza base cooking with just mozzarella fiordilatte, ready to be topped with any cold topping after baking for an irresistible and crunchier bite. Ps: Wholesale prices available in the dedicated portal.

26/07/2026

A few days ago, we asked you to guess what we were developing in-house to improve the quality and consistency of our pizza bases.

Serghei guessed correctly and collected his prize this week: two pizza bases 🍕

23/07/2026

For the past year, most of my energy has gone into answering one question: does Italian Secret really solve a problem for hospitality businesses?
We have improved the product, changed the packaging, rebuilt parts of our production process and tested everything in the real world. Today, I feel we have completed the product validation phase. Customers reorder, businesses use our products during real service, and the demand is clearly there.
Now a different phase begins: expansion.
We have already started investing in new equipment and greater production capacity to reach more customers across the UK. We also see a huge opportunity in gluten free, but producing it properly and at scale will require a dedicated setup.
To accelerate this next phase, we are exploring the launch of a crowdfunding campaign, allowing other people to become part of the Italian Secret journey and help us grow faster.
Nothing has officially launched yet, but I would love to hear from anyone interested in learning more or potentially getting involved.
Italian Secret started as an idea. It is now a real business, and I believe the most exciting phase is only just beginning.

19/07/2026

This is a cartoonised version of our stand yesterday at Ravenscourt Park.

We gave people the chance to try our pizzas, and the reaction was incredible. Many told us it was unlike any pizza they had tasted before.

By the end of the day, we had completely sold out of everything we brought. It’s only one event, but it’s another sign that we’re building something people genuinely enjoy.

Back to work tomorrow. There is still a long way to go.

17/07/2026

20/06/2026

Two days ago, a logistics partner failed to collect dozens of our customer orders. We were told someone would arrive shortly. We were told we would receive a call. Nobody arrived.

The following day, before those same parcels had even been collected, we were informed that our account had been closed.

The whole thing was frustrating, expensive and completely avoidable. It also consumed a significant amount of time that should have been spent working on the business rather than firefighting.

What I found interesting, however, was not the operational failure itself.

Businesses love talking about growth, strategy and success. Much less attention is given to what happens when things go wrong.

A vehicle breaks down.
A supplier lets you down.
A key service suddenly disappears.
An unexpected problem lands on your desk.

At that point, the problem itself almost becomes secondary. What matters is whether the business can absorb the shock and continue operating.

The additional transport costs we incurred this week were not insignificant. The amount of time spent rearranging shipments was not insignificant either. But neither of those things worried me as much as the possibility of customers being left wondering where their orders were and what was happening.

So the priority became very simple: contact customers first, explain the situation honestly, find an alternative solution and keep things moving.

What surprised me was that several customers thanked us. Not because there had been a problem. Nobody wants problems. They appreciated knowing what was happening and seeing that somebody was actively working on a solution rather than making excuses.

It reminded me that trust is usually built during difficult moments, not easy ones.

When everything works perfectly, nobody notices.

When things go wrong, people pay attention.

They pay attention to how you communicate, how quickly you react and whether you take responsibility for finding a way forward.

Looking back, the extra costs from this week will probably be forgotten quite quickly. The relationships strengthened by handling the situation properly will likely last much longer.

That seems like a good trade.

30/05/2026

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