From mid-April, Goodfella’s will be rolling-out updated packaging across its entire pizza portfolio, as the brand looks to reinforce its “Made With Respect” platform. The bold packs embed the Italian-American brand positioning with a strong, block design. The new-look packaging features appealing product imagery at the centre of the packs for maximum impact on shelf and showing shoppers the quality they can expect when cooking the product at home.
The packaging revamp comes as Goodfella’s looks to retain the new shoppers who entered the frozen pizza category in 2020, as consumers enjoyed more meals at home during the pandemic. Shoppers are continuing to buy into the frozen pizza segment within the convenience channel, with penetration growth of +24.8% YOY.
Nicola Bates, Senior Brand Manager at Goodfella’s said: “Our Italian-American heritage is at the heart of our brand and pizza, so we wanted to ensure this is reflected across our packaging. The roll-out of our new packs will help to boost visibility of our portfolio on shelf, making it easier for shoppers to identify our products as they shop in the frozen aisle.”
 Kantar Worldpanel data to 21.03.21, Independents & Symbols penetration growth