Goodfella's revamps in bid to appeal to families on a budget

Grocer,  Sept 13, 2008  by Joanne Grew

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Goodfella's is undergoing its biggest brand shake-up in five years as owner Northern Foods tries to underscore the brand's value credentials.

The pizza company said it wanted to drive 5m [pounds sterling] in incremental sales in the frozen pizza market with a stronger brand identity, more sophisticated packaging, and new products and recipes.

The new additions to the range would reinvigorate the category and offer cost-conscious shoppers greater choice, said Goodfella's head of UK marketing Kevan Mallinder. "This is a huge step change for us," he said. "By rebranding and introducing new products, we aim to increase our brand differentiation and consumer relevance, and further appeal to our family orientated target audience."

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Eleven new variants have been added to the three core sub brands of Deeply Delicious, Delicia and Solos, including a Meatballs and Nacho Chicken flavours targeting young men. New packaging across the portfolio features bolder writing to increase shelf stand-out. Marketing, meanwhile, will include TV ads, retail support and national outdoor activity.

The relaunch comes a week after rival Chicago Town launched Edge to Edge, the first crust-free ' pizza. According to Chicago Town, the sales value of Goodfella's has plummeted 15% in the past 12 weeks while its own sales have soared 31%.

However, a Goodfella's spokeswoman said lower sales were not unexpected. "Goodfella's has pulled back on promotions in order to invest in our relaunch," she said.

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