Tuesday, September 22, 2020

Delivita launches new-style pizza oven created in Yorkshire

An entrepreneurial uncle and niece team from Yorkshire hopes to revolutionise outdoor cooking with the launch of Delivita, their new Italian-inspired lifestyle brand.

Joe Formisano and Olivia Robinson will officially launch the Delivita flagship product, a handcrafted table-top wood-fired oven, at the Ideal Home Show in March.

The movable, fibreglass ovens are made in Yorkshire and come in four stylish colours. Once hot, the ovens can cook the perfect pizza in just 90 seconds.

“Our heritage is Italian, so food and family are at the heart of every occasion, with pizza often playing a starring role,” explained Joe, whose previous experience includes senior sales roles at well-known brands like Mamas & Papas and Shark Ninja.

“While we cracked our perfect dough recipe long ago, we couldn’t find the perfect oven. Conventional ovens and AGAs don’t reach the right temperature while existing wood-fired ovens are generally too big, expensive and slow getting to temperature. We realised the world was missing something – a good quality artisan home pizza oven at an attainable price.”

Joe and Olivia, who are uncle and niece, began designing the Delivita oven last year and partnered with Hopkins Ltd and MGM to handle manufacturing.

They now plan to develop the brand by adding accessories and dough, as well as offering custom colours so customers can choose an oven to perfectly match their own distinctive style.

An oven stand and protective case is currently in the R&D stage and Joe and Olivia are working on designs for pizza tools.

“We wanted a design that would adapt to our own lifestyle: fast, portable, stylish and social. We also wanted it to be hand-crafted in Yorkshire and – most importantly – simple and pleasurable to use,” explained Olivia, who has a background in creative design and product design with Liberty of London and Mamas & Papas.

“With a bit of advice from local manufacturing experts and a lot from our extended Italian family we made our first prototype, and before long our first oven was born.

“The plan is to roll out the Delivita brand over the coming months. We’ve got some very big plans and believe in collaborating with other brands who fit our ethos. We want to keep manufacturing in Yorkshire because we are very proud of our Italian Yorkshire heritage.” They will be exhibiting at the Ideal Home Show at the end of March at Olympia in London.

 

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