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.