‘The ultimate fakeaway’: posh pizzas take over UK supermarket shelves

Specialty styles and outre toppings proliferating as ready meals seek to replicate restaurant trends

If you were in the mood for pizza the supermarket choice used to be straightforward - fresh or frozen, thin or thick, margherita or pepperoni - but the UK's growing appetite for posh pizza is bringing little-known Italian regional specialities and outre toppings to the mainstream.

The traditionally budget-friendly food's move upmarket is in part driven by demand for fakeaways" where consumers opt for an upmarket ready meal over a takeaway or eating out. At the same time pizza has never been more fashionable with interest in all forms of the Italian staple fuelled by a buzzing restaurant scene.