The Secret’s in the Flour: Why Pizza in Italy just tastes better

If you’ve ever wondered why pizza in Italy just tastes better, we can tell you — the secret is in the flour.

At Pizzata, we’ve spent months testing every type of flour we could get our hands on — from New Zealand’s best to Italy’s most celebrated mills — all in pursuit of the perfect pizza dough. We mixed, stretched, and baked our way through countless bags of flour, comparing texture, flavour, rise, and that all-important crunch. And we finally found our favourite: a beautiful Type “0” soft wheat flour milled by Molini Pizzuti, based in Salerno, Italy.

This flour produces a silky, supple dough that rises beautifully and stretches with ease. The baked crust is light and airy, yet still holds that delicate crisp edge that makes pizza irresistible. It’s the kind of dough that feels alive in your hands — easy to work with, forgiving, and full of character.

What’s even more interesting is how many people who usually struggle with gluten find they can enjoy pizza made with Italian flour without discomfort. Italian mills often use traditional wheat varieties and minimal additives, resulting in a more balanced gluten structure — gentler on the digestive system and far more natural in taste and texture.

And here’s a fun fact: while most people have heard of “00” flour, many of Italy’s top pizzerias actually use Type “0” flour. It has slightly more of the grain left in, giving the dough greater strength, better fermentation, and a richer, more complex flavour.

We loved this flour so much that we decided to import it ourselves — so you can now experience the same results in your own kitchen.

Because when it comes to great pizza, it all starts with the flour.

Try it for yourself — and discover why this is our favourite.