Northern Foods is embarking on a fresh marketing strategy for its Goodfella’s pizza brand after a “disappointing” recent period for the brand.

The UK group, set to be taken over by poultry-to-fish processor Boparan Holdings, is discarding the ‘pizza fairy’ character used in its recent advertising campaign.

Northern’s revised strategy for the brand includes new products like a flatbread and a garlic bread under the Goodfella’s brand, both of which are being rolled out ot UK retailers.

A spokesman said the relaunch of Goodfella’s last summer had been “disappointing”. However, he said Northern hoped Graham Hunter, appointed to lead Goodfella’s after a stint at the company’s biscuit brand Fox’s, would “bring that experience to bear” on the pizza business.