Goodfella’s has launched Flavour Fellas, a new range of thick-based pizzas aimed at students.

The three nine-inch pizzas: The Hot Fella, The Meaty Fella and The Big Cheese (all rsp: £2.69) rolled out to Sainsbury’s at the end of August and will hit other retailers at the end of this month.

They were targeted at shoppers looking for a “bigger eat and fuller flavoured products,” said Andrew Elder, head of marketing for pizza at brand owner 2 Sisters Food Group.

The brand plans to use Facebook and online more aggressively to promote the brand with students. It also hopes to further rejuvenate its deep pan pizza sales. After a sharp decline in 2011 - of 23% to £22.7m [SymphonyIRI 52w/e 24 December], sales have stabilised, down just 0.5% to £25.2m in the year to 1 September 2012.

Over this period, sales of the overall brand have risen 8.2% to £72m.

Meanwhile, Dr Oetker is revamping its £30m Chicago Town Takeaway brand with refreshed flavours, new packaging and a limited-edition flavour from next month. It is also introducing two classic thin crust pizzas in cheese & tomato and chicken & Bacon melt (rsp £3.79).

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