Goodfella’s is expanding its range with the introduction of Pizza Pinwheels, rolling two popular flavors – Cheese & Tomato and Cheese & Ham – into a convenient snack-size format. The soft, rolled dough pinwheels are filled with tasty pizza toppings to create a shape that’s well suited for snacking or a light midweek meal. The product can be quickly prepared in an air fryer, microwave or conventional oven.
The launch, set for Iceland stores starting November 6, will open up even more occasions to enjoy pizza at home, tapping into the growing frozen pizza snacking market (+6.2% YOY) in Britain. With taste and convenience remaining key consumption drivers in the category, and with over half of UK households now using an air fryer, Goodfella’s Pizza Pinwheels are positioned to appeal to shoppers looking for quick, tasty and easy-to-serve options.
The debut of Goodfella’s Air-Fryer Pizza Pinwheels, priced at £2.75 per six-pack, coincides with the announcement of a new partnership with Tefal, a renowned kitchen and home appliances company. The brands are united by a shared mission to create “A Better Everyday” for UK households.
“Goodfella’s is all about delivering quality and flavor, and our new Pizza Pinwheels are no exception. They bring an exciting proposition to the frozen pizza category. Packed with the great taste people expect from us in a convenient format that fits perfectly into busy lives, we’re confident that it will drive more savory snack-seekers to the frozen aisle,” said Claire Hoyle, head of marketing at Goodfella’s.
The Goodfella’s frozen food business was launched in 1993 in Naas, Ireland, and in the UK the following year. With ranges baked on Italian stone made from individual balls of dough, the brand’s portfolio includes Stonebaked Thin, New York Style and Deep Pan pizzas, as well as Garlic Bread, Gluten-Free options, snacks, ready meals and side dishes. Goodfella’s is a unit of Birds Eye, owned by Feltham, England-headquartered Nomad Foods.
