UK-based 2 Sisters Food Group has launched a “light” Goodfella’s pizza as it looks to arrest a slump in the brand’s sales over the last year.
The company has developed Goodfella’s Delizia, a “light and crispy” seven-inch pizza containing less than 500 calories.
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2 Sisters said it is “taking the opportunity to bring new news” to the GBP75m “light meal category in frozen pizza”.
Figures from SymphonyIRI, however, show that the Goodfella’s brand has struggled in the last 12 months, with sales slumping 13% to GBP63.1m (US$99.2m) in the 52 weeks ended 22 January. Sales volumes dropped 20%.
In April last year, the company embarked on a fresh marketing strategy for the pizza brand after a relaunch in 2010 was described by the firm as having been “disappointing”.
The new Delizia range will be available in three variants: chargrilled chicken, red peppers and pesto; slow roasted tomato and mozzarella; and Italian-style ham and caramelised onion. It will launch in Asda stores from mid-March with a promotional price of GBP2 and RRP of GBP2.99 per two-pack.
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By GlobalDataIt will be available across the other major multiples “soon after”, the firm said, adding: “The launch signals the start of Goodfella’s drive over coming months which will see the introduction of some fresh new thinking into the frozen pizza category.”
