About five years ago, my life completely changed: I went to Rome. I spent days wandering the cobbled streets, eating as much as humanly possible—and every meal was a revelation. But the dish that still haunts my dreams is one that many Americans might not even recognize—pinsa. Imagine the best pizza you’ve ever had, but lighter and crispier, and somehow more flavorful. It was an unexpected discovery, and one I’m now chasing down every chance I get.
Up until recently, though, pinsa has been largely unsung in Stateside restaurants. To my delight, Urban Pie’s new line, Pinzza, has helped me keep a freezerful of this Roman classic on demand.
To the untrained eye, pinsa might look like just another flatbread. But you can’t judge a dough by its shape—and one bite is enough to convince anyone that this is a category all its own. The secret is all in the dough. (After all, the very word pinsa—pronounced “peen-sa”— is derived from an Italian word meaning “to push dough by hand.”) Unlike traditional pizza dough, which is typically denser and more elastic, pinsa features a delicate balance of lightness and crunch.
Pinsa’s charm lies in its incredible texture, and I was thrilled to discover that Urban Pie’s Pinzza stays true to that tradition. Its dough is made with a unique blend of wheat, soy, and rice flours—plus a key ingredient: time. It is hand-stretched (as the name suggests) and then left to ferment for a full 24 hours before being baked. During this period, natural enzymes in the dough break down complex sugars, resulting in a rich, almost nutty-tasting crust that’s impossibly cloud-like on the inside and perfectly golden outside.
While pinsa has started to make appearances here and there in U.S. restaurants, finding it outside Italy can still feel like something of a treasure hunt. You might get lucky in cities like San Francisco or New York, where trendy eateries have already dedicated entire menus to it—but for most of us, Urban Pie Pinzza is the best and easiest way to snag an authentic taste of Rome right in your kitchen.
While the crust is definitely the star of the show, Urban Pie’s Pinzza isn’t just about the dough. Available at Whole Foods and Sprouts, the brand uses all-natural, chef-inspired toppings that complement the delicate crust perfectly. There’s Pepperoni Burrata, a deeply savory number topped with premium meat and creamy cheese; Roasted Garlic Bianco, a provolone-draped take made for all the garlic girls out there; San Marzano Margherita, a fresh riff on the classic; and Sausage Burrata—spicy, hearty, and impossible to stop eating.
While you should totally pack a bag and fall in love with Italy, Urban Pie’s new Pinzza line is the next best thing—and you can "dough as the Romans do" it from home. Just pop one of these Roman-style pizzas in your oven, and in minutes you’ll be biting into that crispy, airy crust that’s made pinsa the talk of the food world.
