Goodfella’s has unveiled a “fresh” redesign and reformulated recipes, signalling a “bold, new direction” for the brand following sales declines.
It has “improved” the recipes for its Stonebaked Thin Margherita and Pepperoni pizzas to tap shoppers’ growing demand for “bolder flavours and lighter, crispier pizza bases”.
Both pizzas now feature an “improved sauce and base”, while Margherita has a “cheesier taste” than the previous iteration.
The new pack designs are intended to “stand out on shelves, helping to drive footfall down the frozen aisle and recruit new shoppers to the category.”
They feature a roundel with the text ‘Baked on Italian stone’, intended to highlight “the quality and care that goes into making a Goodfella’s pizza”.
The revamped pizzas will hit Tesco freezers on 28 October, before a wider rollout in early November.
This will precede a full brand relaunch, backed by a multichannel media investment in 2025.
“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,” said Goodfella’s head of marketing Claire Hoyle.
“These changes are just the start of an exciting new chapter for Goodfella’s with much more to come.”
It comes after owner Nomad Foods revealed the entire Goodfella’s range was HFSS compliant in May, following reformulations across its portfolio.
However, the brand saw value sales dive by 10.1% to £16.2m in the year to 1 June 2024 as unit sales fell by 4.1% – equivalent to 0.7 million fewer packs sold over the period [NIQ].
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