•  Goodfella's Superiore premium pizza line launched
The Superiore pizzas have an 11 inch base made with virgin olive oil and are cooked over Italian stones

The Superiore pizzas have an 11 inch base made with virgin olive oil and are cooked over Italian stones

2 Sisters Food Group has added to its Goodfella's pizza line in the UK with the launch of a premium range.

Goodfella's Superiore is inspired by the "success" of the Flatbread range in the portfolio, the firm said, and comprises three variants: Margherita with Pesto, Pepperoni Speciale and Chicken Arrabiata.

The pizzas have an 11-inch base made with virgin olive oil and are cooked over Italian stones. They will be available at major multiples and in convenience channels with a MRSP of GBP2.99 (US$4.74).

Branded pizza manufacturers have, for the most part, witnessed pressure on sales in recent months in the UK.

Private label frozen pizzas, by-and-large, are offered at a cheaper price point, meaning branded manufacturers cannot singularly rely on a value message. At the same time, they face competition on quality from fresh and foodservice manufacturers.

Show the press release

SUPERIORE NEWS FROM GOODFELLA'S
Goodfella's launches new look premium range

Goodfella's is delighted to announce the launch of Superiore, the brand's new look premium pizza range. Superiore is inspired by the success of the Flatbread range, building on consumers' desire to enjoy a more authentic, pizzeria-style experience at home.

The Superiore range comprises of 3 mouth-watering varieties:

· Margherita with Pesto - Creamy mozzarella cheese combined with diced Italian tomatoes and topped off with a drizzle of pesto

· Pepperoni Speciale - Creamy mozzarella cheese, generous slices of seasoned pepperoni, Italian-style ham and green peppers

· Chicken Arrabiata - Creamy mozzarella cheese and succulent roasted chicken, finished off with hot Roquito Peppers® for an added flavour kick

In keeping with classic Italian pizzerias, each Goodfella's Superiore pizza has a delightfully thin and crispy 11 inch base, that's perfectly compliments the specially-selected toppings. This makes them a lighter and more flavoursome eating experience than your average pizza.

Additional elements that put the ‘super' into Superiore pizza include:

· In keeping with authentic Italian pizza recipes, the dough undergoes a fermentation process of over 3 hours which helps develop a more rounded, fuller flavour.

· The base is made using extra virgin olive oil, which provides a lovely texture and melt-in-the-mouth quality

· All Superiore pizzas are cooked over Italian stones that help to maintain the light and crispy taste.

· The improvements aren't just found inside the box, as the distinctive packaging design reinforces the product's pizzeria style credentials.

Superiore is the new look for Goodfella's Flatbread, one of the most successful launches in the frozen pizza category in recent years with current annual sales of nearly £8m RSV (source ACNielsen 21st July 2012).

Charlotte Wicks, Assistant Brand Manager at Goodfella's said, "We are delighted to be launching Superiore. Whilst we were pleased with the success of Flatbread, we are always looking at ways to meet customers' expectations and feel that the new name, improved product and distinctive packaging will reinforce Goodfella's Italian pizzeria credentials and add more interest to the category. The consumer demand for ultra thin, authentic pizza continues to grow year on year, and we're confident that sales of Superiore will reflect this."

Goodfella's Superiore is available at major multiples and in convenience channels with a MRSP of £2.99.

 

Original source: Northern Foods