by Goodfella’s
Apr 25th, 2022
5 mins

Goodfella’s is expanding its portfolio with the launch of three new pizzas SKUs, as the brand looks to add excitement to the deep-pan and thin crust segments as well as build upon its strong share within the frozen pizza category. All three launches are HFSS compliant, and with more than 50% of Goodfella’s existing range already non-HFSS, the NPD is further testament to the brand’s commitment to increase the proportion by the end of 2022.

The new Stonebaked Thin Sloppy Joe Pizza combines two classic American dishes into one, providing a twist on the popular dishes to tap into the shopper demand for indulgent pizza. Launching exclusively into Iceland from mid-April before rolling out more widely later this year, the pizza plays into Goodfellas’ Italian American heritage with the authentic Italian style tomato sauce, mozzarella, spicy minced beef and diced green peppers on a stone baked thin pizza base.

Nicola Bates, Senior Brand Manager at Goodfella’s, said: “As a major player in the UK’s frozen pizza category with 19.5% value share[1], we’re committed to leading the way with innovation that continues to deliver great tasting, quick and simple meal solutions for consumers. We’ve carefully developed our latest recipes so that we can provide retailers with HFSS compliant options of shopper’s favourite toppings as well add exciting new variants that will grow the category even further.”

Goodfella’s are also rolling out a new Stonebaked Mushroom, Spinach and Garlic pizza, which takes a fresh spin on the popular mushroom pizza. Having undertaken extensive qualitative and quantitative research, the launch looks to tap into demand for vegetarian option pizzas, which was voted as the number one topping of choice[2]. During testing[3], the NPD has outperformed a leading branded competitor mushroom pizza when tested directly, scoring significantly better versus competitors across appearance, overall liking and overall flavour.

Goodfella’s have also recently launched a Deep Pan Chicken Sizzler Pizza exclusively into Iceland, with the ambition to continue outperforming the segment[4]. With Goodfella’s leading the deep pan segment in Iceland across a 52- and 12-week read[5], the Deep Pan Chicken Sizzler will add also appeal to shoppers looking for a spicy offering, with topping such as Cajun marinated chicken, spicy drizzle and roquito peppers helping to give the pizza an extra kick.

Lastly, building on the strong success of Pizza Pockets in Iceland, which accounts for a third of the products’ value[6], Goodfella’s will also be launching their Mini Pizza Range into Iceland stores to offer shoppers a smaller sized offering, ideal for lunchtime occasions or light meals. Ready in 11 minutes, and portioned perfectly for lunchtime or snacking, the Minis are high-quality, tasty solutions to smaller mealtime needs – all while being HFSS compliant too.

Full product list and details are available at

[1] Nielsen 26.02.22

[2] Omnibus research: Total Respondents (504) – Men (221), Women (282), 18-34s (134), 35-54s (170), 55+ (200) (March 2021)


[4] Nielsen 26.02.22

[5] Nielsen 29.1.22

[6] Nielsen 26.02.22


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