Tony’s Pizza: Sweden’s favourite stone-baked home pizzas

At Tony’s Pizza in Nyköping, skilful bakers make delicious stone-baked pizzas the traditional way. Each one is made by hand, before being frozen for perfect freshness. That’s why this Swedish frozen pizza brand is one of the nation’s favourites.

The story of Tony’s Pizza began when Danne Gerasovski opened the restaurant Pizzeria Fazana in Nyköping in 1976. Naturally, his son Tony Gerasovski, founder of Tony’s Pizza, grew up as part of the family restaurant, and, after pursuing a different career and gaining entrepreneurial experience in other areas, he decided to get back into the family business. Tony did well, and aged 26 he participated in the Swedish Pizza Championship. He was named Sweden’s Best Pizza Baker – and that was how the idea and the journey of Tony’s Pizza began.

Tony realised that there was a need for good quality, premium, frozen pizzas on the market. “The idea came about on a Sunday, actually!” he laughs. The project began in 2013 and Tony’s dream to make pizzas of the same high quality as those in the family restaurant, but available frozen in the local grocery stores, became a reality in February 2014. The great reception of the products saw the demand for Tony’s Pizza skyrocket. In 2015, after six months of doing everything himself, Tony began a larger-scale production at Konservkompaniet’s premises in Nyköping.

His sister Tanja joined the company, and they managed to get a central listing at ICA supermarket for several of their products. Coop became a customer too, and other supermarkets and convenience stores quickly followed. Today, the business employs 36 people and is still growing.

“We bake and make products that we’re really proud of, using locally sourced ingredients as much as possible. Everything is made from scratch with solid craftsmanship; even the pizza boxes are created with the genuine experience in mind,” Tony explains. Last year, a total of four million pizzas were baked by hand, frozen and distributed, and this is expected to increase to about four and a half million pizzas in 2025. This successful company is looking to bring delicious Tony’s Pizza to pizza lovers everywhere in Europe.

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