by Goodfella’s
Oct 25th, 2021
5 mins

Goodfella’s is tapping into the increased number of lunch occasions with new Goodfella’s Mini Stonebaked Pizzas. Available in two flavours (four cheese and Pepperoni), the new mini pizzas are ready to eat in 11 minutes – the fastest oven cooked pizza snack in the market. The launch will help the brand to continue to meet consumer demand for high-quality, tasty, yet quick lunchtime snacks, after strong growth from Goodfella’s Pizza Pockets range grew the brand’s market share up to 7.4%[2].


The new launch is aims to provide shoppers with a light lunchtime snack. At just 5 inches in diameter, not only are the mini pizzas HFSS compliant, but they are also the perfect option for those looking for a delicious pizza but couldn’t eat a whole one. The smaller sized offering provides a solution for shoppers looking to reduce waste yet still able to fulfil their cravings. The products have also generated strong purchase intent as part of consumer testing, with 58% of trialists stating they would definitely or probably purchase due to the products being appetizing, enjoyable to eat but also new and exciting to the category[3].


Nicola Bates, Senior Brand Manager at Goodfella’s said: “Over the last year, we’ve seen a massive opportunity for the frozen pizza category to develop as shoppers demand products that deliver on that all-important great taste, but which can also be easily prepared as a lunchtime meal. As more shoppers work from home, the number of at-home lunchtime occasions have risen to just over 13 billion[4], and as a result consumers have turned to the frozen pizza category having realised the quality available. The strong performance of our Goodfella’s Pizza Pockets range is testament to this, with sales rocketing by +84.1% over the last year[5], coupled with a strong repeat rate of +10.2%[6].


“Our new Goodfella’s Mini Stonebaked Pizzas will continue to capitalise on this shopper demand, offering the satisfaction and high quality you’d expect from an authentic Stonebaked pizza, but in a portion size perfect for lunchtime or snacking. Ready in just 11 minutes and perfectly portioned for lunch, we’re confident the new Mini Stonebaked Pizzas will go down well with shoppers and raise the bar for other mini pizzas in the market.”


The Goodfella’s Mini Stonebaked Pizzas will first be rolling out in Asda on 18th October before rolling out to other retailers. The NPD will have an MRSP of £2.50, with four pizzas included in a pack.


[2] Nielson 52 WE 11.09.21

[3] Kantar Usage panel – 8th August 2021

[4] Kantar Usage panel – 8th August 2021

[5] Nielson 52 WE 11.09.21

[6] Nielsen Scantrack 52 WE 11.09.21


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