Frozen pizza brand Goodfella’s has redesigned its packaging and logo, and reformulated the recipes in a move designed to “shake up” the category.
The new recipes for its Stonebaked Thin Margherita and Pepperoni pizzas aim to tap into shoppers’ growing demand for “bolder flavours and lighter, crispier pizza bases”. Both feature an improved sauce and base, while the Margherita is claimed to have a “cheesier taste”.
Meanwhile, Goodfella’s stated that the new packaging will stand out on shelves, helping to drive footfall down the frozen aisle and recruit new shoppers to the category.
The revamped pizzas (MRSP £2.90) will go on sale in Tesco next week, followed by a wider rollout in November.
Claire Hoyle, Head of Marketing at Goodfella’s Pizza, commented: “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.
“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 flavours.
“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.”
A full relaunch of the brand and a multi-channel media investment is planned for 2025.
