Virtue is expanding across UK foodservice and grocery through three major launches with Booker, Co-op and Ocado. Together, these partnerships make our ambient Pinsa Romana sourdough flatbreads easier to discover, whether you are buying for a busy hospitality kitchen or making pizza at home.
It is an exciting step for Virtue, bringing our chef-led approach to a wider audience without losing sight of what makes the range special: authentic flavour, a crisp yet airy texture and convenient ambient storage.
Our launch with Booker brings Virtue to hospitality businesses nationwide, primarily through its cash-and-carry network. This wider availability gives pubs, restaurants, cafés, caterers and other operators a more convenient way to source our par-baked ambient products for fast, consistent service.
We are launching our round Pinsa Romana range with Booker, alongside refreshed packaging created specifically for the launch. The new round-format boxes are clearer, more distinctive and designed to stand out in a busy cash-and-carry environment, giving the range stronger shelf presence than a standard trade box.
Hospitality operators can also explore Virtue’s professional pizza range for ambient Pinsa Romana bases, pizza bases, sandwich breads and complementary ingredients.
Working with Mudwalls Food Group, we have rolled out our new retail range across 27 Co-op Midcounties stores and 38 Central England Co-op stores, as well as 4 Channel Island Co-ops. A launch featuring our Wholegrain, Oval and Mini retail formats, all showcased together in a dedicated free‑standing display unit. This activation is promotional, so the range will be listed for the duration of the campaign only, although we’re hopeful this will pave the way for further listings in future.
This partnership gives more home cooks the chance to enjoy Virtue all year around. From a full-size pizza or topped flatbread to a quick lunch or smaller sharing dish, the three formats offer plenty of room to get creative. In-store sampling is also planned to introduce shoppers to the flavour and texture of the range.
Discover the formats available in our retail pizza range.
September also marks another first for Virtue: our debut with an online retailer. Ocado customers can now order the retail Wholegrain, Oval and Mini bases as part of their regular grocery shop, bringing our Italian-made sourdough range directly to more homes.
The launch is supported by an introductory price of £3.30, reduced from £3.75. As promotional prices may change, customers should check Ocado for the latest availability and offer details.
These new listings have been supported by a wider packaging refresh created with Greatergood® Brands, the brand and packaging agency we worked with to strengthen Virtue’s presence in retail.
The refreshed identity gives the range a clearer, more recognisable look while bringing the quality and character of the pinsa romana product itself to the forefront. That stronger shelf presence has played an important part in helping retail buyers and customers understand the Virtue difference quickly, and has contributed to these new partners coming on board.
The agency’s Virtue packaging case study shares more about the strategy and design behind the refreshed identity.
Booker, Co-op and Ocado open three valuable routes to the Virtue range: national foodservice distribution, in-store grocery retail and online shopping. Each partnership helps us put our great pinsa romana sourdough products within easier reach while continuing to serve the chefs, operators and home cooks who have supported Virtue’s journey so far.
For hospitality supply, menu ideas or product samples, talk to Virtue. To buy for home, explore the Virtue shop or look out for the refreshed range through our new retail partners.
Recipe Overview Looking for a standout addition to your autumn menu? Our Flavours of Fall recipe brings seasonal ingredients together on a deliciously crisp Pinsa
Recipe Overview As autumn arrives, comforting, warm flavours take centre stage. Butter is the classic way to add indulgence to everyday favourites and this maple
Recipe Overview A deliciously indulgent summer dessert combining Virtue’s crisp and airy Mini Pinsa Romana with creamy mascarpone, grilled fresh peaches, crunchy hazelnuts and salted
