Pinsa, also known aspinsa romana, is aflatbread generally marketed as an oval-shaped style of, or healthier alternative to,pizza. The name originated partly as amarketing strategy, coined by a Rome-based baking family as late as 2001.
Pinsa originated from an idea by the Italian entrepreneur Corrado Di Marco, who registered the trademarkpinsa romana in 2001.[1] As early as 1981, the company led by Di Marco, based inGuidonia Montecelio, north-east ofRome, had added the tray-baked dough—later calledpinsa—to its product range. As a marketing strategy, Di Marco later admitted to fabricating a non-existent historical connection toancient Rome in order to better promote the product.[2]
The namepinsa was chosen to evoke theLatin verbpinsere ('to pound' or 'to crush'). Additionally, during the naming process, similarity to the termspizza andpita was desired. With the product's success, the invented ancient Roman origins were uncritically adopted and disseminated by the media.[1]
The dough is made from a mixture of different types offlour (wheat,soy, andrice),sourdough,yeast, salt, optionally oil, and cold water.[3] Before baking, the dough is full of air pockets, resulting in a light and crispy exterior with a soft interior after baking. The sourdough is intended to improve digestibility.[1]
