Finger Foods, Pizza and Snacks

Goodfella’s Mini Stonebaked Pizzas Cater to Lunchtime Snack Demand

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The Goodfella’s frozen pizza brand, part of Nomad Foods’ Birds Eye UK & Ireland business unit, has rolled out Mini Stonebaked Pizzas with four cheese and pepperoni toppings. The launch addresses increased appetite for light lunchtime snacks, in line with Goodfella’s Pizza Pockets market share growth of 7.4% for the 52-week period ending on September 11.

Promoted as the “fastest oven cooked pizza snack in the market,” the product is ready to eat after 11 minutes of heating. Each flavor is now available at Asda stores, priced at £2.50 per four-pack.

At just five inches in diameter, not only are the mini options HFSS compliant, but they are also a convenient choice for those looking to dine on pizza without having to prepare or buy a large pizza. The smaller sized offering provides a solution for consumers looking to reduce waste yet still satisfy their cravings. 

The products have also generated strong purchase intent as part of consumer testing, with 58% of a Kantar panel’s participants stating they would definitely or probably buy the new offerings.

“Over the last year, we’ve seen a massive opportunity for the frozen pizza category to develop as shoppers demand products that deliver on all-important great taste, but which can also be easily prepared as a lunchtime meal.” said Nicola Bates, Goodfella’s senior brand manager. “As more people work from home, the number of at-home lunchtime occasions [in the UK and Ireland] has risen to just over 13 billion, and as a result consumers have turned to the frozen pizza category having realized 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 [Nielsen figures for the 52-week period ending on September 11], coupled with a strong repeat rate of +10.2%.”