After half a century of pizza making Pizza Express invites fans to create new topping combinations

Pizza Express has launched a competition, allowing consumers to design the next pizza to be implemented on the half a century-old brand’s menu.

The food chain, founded in 1965, will celebrate its 50th birthday on Friday 23 March and to celebrate, will launch the ‘Create Your New Favourite’ competition. The initiative will enable pizza fans to develop their own preferred topping combinations with the winning entrant rewarded with a £10,000 cash prize and a holiday.

The promotion reads: “Foodies can satisfy their culinary curiosity with everything from tazatziki and tarragon to cauliflower and kale. Sweet lovers can play with marshmallows, fudge, custard, caramel sauce and other sinful suggestions.”

Entries will be whittled down to just five by a panel of judges before going to the public vote in June and July. The best entries will also be shared on social media.

Holly Davies, head of menu at Pizza Express, said: “Everyone has a favourite when they visit Pizza Express. Over the years we’ve invented some true classics - the American Hot, the Sloppy Giuseppe and the La Reine to name just a few.

“As we turn 50, we want a true pizza fan to create the next icon of our menu and a new favourite for the next 50 years.”

The Pizza Express ‘Create Your New Favourite’ competition will open to entries from 24 March.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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