Goodfella’s Pizza Undergoes Re-Design to keep up with Competition
Goodfella’s pizza brand is revamping its frozen pizzas range once again as it attempts to take the brand “back to its roots” and revive itself.
Goodfella’s pizza brand is revamping its frozen pizzas range once again as it attempts to take the brand “back to its roots” and revive itself.
In order to challenge competitors, the brand is rolling out improved pizzas and a packaging redesign across its entire range this month.
The move aims to encourage consumers to re-engage with the brand and claw back share in the highly competitive market.
Goodfella’s deep pan range, will now feature a lighter bread base, new cooking instructions and more indulgent toppings. Its thin pizzas, were relaunched in June with a thinner base.
The company is also updating recipes in the six-strong thin range and improving and extending its flatbread and takeaway ranges.
Goodfella’s is also ditching the moustachioed Italian on packs and pizza fairy TV advertising in favour of a design focusing on ingredients.
It is also restoring red and green colourways to help shoppers differentiate the ranges a design removed in April 2010.
Carol Berry, director of Northern Foods’ UK pizza business sector, said she believed intense and ever increasing category competition had left the Goodfella’s brand on the sidelines in recent years: “The latest changes will “refresh and move the proposition on.”
“Removing the red and green colourways that were removed last year saw the brand side-step away from what it stands for.
“The new changes will see us step back to our roots.”
Source: Northern Foods
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