Goodfella’s aims to further shake up the frozen pizza category in the United Kingdom by unveiling a new logo and packaging design, along with improved recipes for its Stonebaked Thin Margherita and Pepperoni pizza ranges. The revamped packaging and recipes signal a new direction for the brand while staying true to its roots.
The move comes after a study conducted by the Nomad Foods brand revealed that shoppers in Britain are hungry for bolder flavors and lighter, crispier pizza bases[. As a result, Goodfella’s Stonebaked Thin Margherita and Pepperoni pizzas now boast an improved sauce and base, with the Margherita variant also including a cheesier taste, ensuring that both products meet shoppers’ needs as a reliable and great-tasting dinner option.
The total frozen pizza category is expanding, with consumption occasions growing by +7% year on year, particularly driven by a demand for convenient midweek dinners. What’s more, over half of the frozen pizza market is focused on thin pizza and Goodfella’s over-indexes within this segment. Retailers can capitalize on the positive trajectory of the frozen pizza category with Goodfella’s reformulated products, which offer consumers great tasting signature flavors and meet consumer demands for tasty and convenient midweek dinners that bring people together.
With its new look, Goodfella’s packaging will stand out on shelves, helping to drive footfall down the frozen aisle and attract new shoppers to the category. The packs distinctly calls out the quality and care that goes into making a Goodfella’s pizza, including highlighting that each pizza is made from individual balls of dough that are freshly prepared each day and baked on Italian stone. They are topped with a signature sauce made with pizzeria-grade ingredients used for the toppings.
“Midweek dinners are driving the recent growth in the total frozen pizza category, so it’s important for us to deliver delicious and convenient meals for this occasion,” said Claire Hoyle, head of marketing at Goodfella’s Pizza. “With our improved recipes and updated packaging, we want consumers to feel confident that when they choose Goodfella’s, they’re getting good, honest food made with high-quality ingredients and bold flavors.”
She added; “Our brand has always catered to a wide variety of shoppers, and the entire pizza range is fully HFSS compliant – whether you’re a meat-lover, vegetarian or gluten-free, there’s something for everyone. The new logo, pack design and improved recipes will not only cater to the needs of our consumers, but also show the “uncompromisingly good” taste and quality of Goodfella’s. These changes are just the start of an exciting new chapter for Goodfella’s with much more to come.”
The revamped pizzas, which will sport the new packaging, will be available in Tesco starting October 28 before rolling out wider in early November. Goodfella’s new look and recipe will lead up to a full relaunch and a multi-channel media investment landing in 2025.
