Northern Foods, the UK food group, has decided to relaunch Goodfella’s pizza, one of the company’s flagship brands.

The overhaul includes new products, revamped packaging and GBP2.5m (US$4.6m) of marketing support.

The move is another indication of the growing competition in the UK pizza category. In the last two weeks, Schwan’s has announced plans to launch a crust-free Chicago Town pizza, while German food giant Dr. Oetker has unveiled additions to its Ristorante range.

Kevan Mallinder, head of UK marketing for Goodfella’s, said the campaign was designed to further differentiate the brand from its rivals and further appeal to its “family-orientated target audience”.

“This is a huge step change for us and one which couldn’t come at a better time, when consumers and retailers alike are feeling the pinch,” Mallinder said. “Over the next few months, consumers can’t fail to notice the positive changes the brand has undergone.”

The marketing campaign will focus on the Delicia, Solos and Deeply Delicious products in the Goodfella’s range.