Why Adding Sourdough Par-Baked Pizza Bases to Your Wholesale Range is a Smart Move

Pizza isn’t just food – it’s a love language. And in the UK, that love has only grown stronger over the past few years. From bustling pubs to high-end restaurants, pizza continues to be one of the most in-demand menu items. In fact, sales of pizza across hospitality have risen year after year, proving that customers just can’t get enough of a great slice. According to Uren Food Ingredients, the UK pizza market is projected to reach £3.9 million by the end of 2025, showing that the nation’s pizza consumption does not seem to be slowing down.

But here’s the twist: the industry has shifted. For years, venues leaned heavily on frozen pizza bases. Now, more and more kitchens are discovering that par-baked sourdough bases are the smarter, tastier, and more reliable option.  This shift presents a golden opportunity for wholesalers to meet this rising demand by supplying premium par-baked pizza base options.

The Challenge of Frozen Bases and Dough Balls

Frozen pizza bases and frozen dough balls have been the go-to for a long time. But let’s be honest, they come with their own issues:

• Consistency – one base is fluffy, the next is flat… not great for customer loyalty.
• Freezer overload – storage space is important in hospitality kitchens, and frozen bases demand a lot of it.
• Extra time and skill needed – frozen pizza dough balls wholesale require staff to prove, stretch, and prep. That’s fine if you’ve got an in-house pizzaiolo, and extra time, but most kitchens don’t.

Why Sourdough Par-Baked Pizza Bases Are Different?

Par-baked pizza bases have become the preferred choice and Virtue’s Sourdough Pinsa Romana bases set a new standard because they:

Store easily – they’re ambient, so you can finally give your freezer a breather.
Save serious time – no stretching and no proving. Just top, bake, and serve.
Require zero training – anyone in the kitchen can make a pizza that looks and tastes amazing.
Deliver consistency – every base comes out with the same delicious sourdough crisp and airy crumb.

It’s the ultimate solution for effortless pizza making, ideal for busy hospitality kitchens.

Benefits for Wholesalers

Here’s where wholesalers come in. Stocking Virtue’s sourdough pizza bases is not just about adding another product to your catalogue -it’s about adding a product that practically sells itself and helps your customers.

Consistency is key  – hospitality and catering operators are looking for better bases that deliver consistency across every slice.
Variety – different Pinsa Romana sizes available, plus gluten free pizza bases available for wholesale.
On-trend sourdough – with sourdough remaining one of the main food industry loves for 2025, diners go for sourdough, and now wholesalers can cash in on that demand.
 Bulk buy flexibility – great margins with pizza bases bulk buy and wholesale deals.

Basically, you’ll be helping your hospitality customers win — which means you win too.

Why Wholesalers Choose Virtue’s Pizza Bases?

Here’s the thing: Virtue isn’t just another pizza base supplier. We’re trusted nationwide by restaurants, bars, and cafes who already love our sourdough pizza bases wholesale. And we work with wholesalers of all sizes, from big distributors to local suppliers.

Why they choose us:

Competitive wholesale pizza base prices – we keep things fair and flexible.
Wholesale deals that work – whether you need ready-made sourdough bases, or even gluten-free, as our testimonials show, we’ve got you covered.
Partnership approach – we don’t just ship product; we build relationships.
Hands-on support – want to see (and taste) before you commit? We’re happy to demo our Pinsa Romana bases for you and your sales reps.

In short, we’re here to make sure your customers get the right pizza product for their business — and that you’ve got an easy win in your range.

Pizza is booming, and the market is moving fast. Wholesalers who embrace par-baked sourdough pizza bases will have a serious edge over those still leaning on traditional frozen options.

Virtue’s Pinsa Romana sourdough bases tick all the boxes: premium quality, easy to use, on-trend, and loved by hospitality venues nationwide. Add us to your wholesale range, and you’ll be giving your customers a product they can’t wait to buy.

Ready to trial our ambient Par-baked pizza bases?

Contact us to request a sample or speak with our team about what works best for your operation.