For while the denizens of Leyland near Preston might be unlikely to be heard muttering chi mangia bene, vive bene (those who eat well live well) as they relax over their morning cappuccino and biscotti, it seems they do know a thing or two when it comes to frozen pizzas.

Yesterday it emerged that the Ristorante brand produced by the German food conglomerate Dr Oetker at its plant on an industrial estate just off the M6 is the best-selling frozen pizza in a country synonymous with passion and pride in food.

According to sales data releasedby IRI, the company now commands 20 per cent of the Italian pizza market.It beat into second place Buitoni Bella Napoli – founded nearly 200 years ago by Giuseppe Buitoni, but which was bought by the Swiss conglomerate Nestlé in 1988.

Leyland''''''''s notoriety has until now rested predominantly on its production of buses and trucks before lending its name to the ill-fated 1970s nationalisation of the British car industry.

Although Italy may be the home of the Slow Food movement, the country has along with other European countries experienced a steady decline in home cooking. The current market for convenience food is worth €6.6bn (£5.8bn) – similar to that in the UK, according to Euromonitor. Sales of packaged food are rising in line with the rest of Europe at the rate of around 15 per cent a year.

Still, foodie sections of society reacted in horror last year when McDonald''''''''s teamed up with Silvio Berlusconi''''''''s government to create a special product to suit the local tastebuds. "McDonald''''''''s speaks Italian," the advertising slogan declared, targeting a nation with around 300 branches. 

The US food giant''''''''s McItaly burger contained home-grown beef, artichoke spread, Asiago cheese and smoked pancetta, but it was, perhaps predictably, panned by the critics, prompting the Agriculture Minister, who endorsed the snack, to call them "ignorant Stalinists".

Lancashire meanwhile has been stepping up its claim to a seat at the world''''''''s top table. The Michelin star winners Paul Heathcote and Nigel Haworth are among two of the county''''''''s most famous chefs who have championed the region''''''''s fine produce and hearty cooking traditions.