by BFFF
May 29th, 2018
3 mins
BFFF

BIRDS EYE COMPLETES ITS ACQUISITION OF GOODFELLA’S

Birds Eye has completed its acquisition of Goodfella’s, bringing the iconic frozen pizza label, along with a retailer own brand range, under the Birds Eye umbrella.

Inspired by the traditional pizzerias of New York, Goodfella’s was the first major frozen pizza brand in the UK, where it launched in 1993. With the category up 4.9% YOY [IRI and Kantar World Panel, 52 we March 2018], and the brand holding a market share of 18%, Goodfella’s has helped grow the frozen pizza market over its 25-year history, with 7.7 million British households now shopping the brand annually.

The acquisition of Goodfella’s will also see Birds Eye’s total share of the frozen savoury category increase from 15% to around 20%, further solidifying Birds Eye’s position as the leading frozen brand committed to quality, innovation and iconic freezer staples.

Wayne Hudson, Birds Eye UK managing director, comments: “The acquisition of Goodfella’s is an exciting step forward for the brand, and a natural addition to our current portfolio. Goodfella’s is a well-established, iconic brand with a great range of products the nation trust and love, so we’re looking forward to welcoming our new pizza colleagues to Birds Eye.”

“We’re also excited by the strong portfolio of own label ranges, which combined with Goodfella’s, will give us a strong position in the pizza category and help further drive our vision of growing the total frozen category.”

As an example of its long history of innovation in the category, Goodfella’s recently introduced a frozen vegan pizza, catering to the growing number of meat-free and vegan diets.

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