Nomad Foods has finally killed off Findus in the supermarkets by bringing its frozen Pizza Pockets under the Goodfella’s brand.
A duo of new Goodfella’s Pizza Pockets – Triple Cheese and Pepperoni – will hit shelves from 21 October. The Pepperoni flavour is a new addition, replacing Findus’ ham & cheese flavour.
Recipes, meanwhile, “now focus on providing a better tasting product to shoppers”, said a spokesman for Nomad.
They require just two minutes in the microwave before serving (rsp: £1.99/pack).
The move means the once-abundant Findus brand, famous for its Crispy Pancakes, has now completely disappeared from the shelves of the UK’s supermarkets. It leaves the brand with just one SKU, Findus Micro Chips, available in the UK (it is sold in Farmfoods).
Nomad bought Findus in a £500m deal in 2015. The brand’s reputation was severely damaged in 2013 when it was linked to the horsemeat scandal – frozen Findus lasagne was found to contain up to 100% horsemeat.
Birds Eye, Aunt Bessie’s and Goodfella’s marketing director Steve Challouma said Findus “has had a minimal presence in the UK for a number of years now and where it is logical transition products to a more relevant brand in our portfolio, we will do so”.
“Pizza Pockets is a great example of this, since the acquisition of the Goodfella’s brand it made complete sense to rebrand to increase the appeal to shoppers and consumers.”
Crispy Pancakes were replaced earlier this year by a Birds Eye-branded version.
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