Source: Goodfella’s, The White Rabbit

Frozen sales have surged with the outbreak of coronavirus

Brands are ramping up their frozen vegan pizza NPD as Brits flock to the freezers for lockdown shopping.

Goodfella’s has launched a Meatless Mediterranean pizza topped with Mediterranean vegetables and plant-based mince made from pea protein.

The pea protein was “a good source of fibre, rich in protein and has low-allergenic properties, unlike soy”, said Goodfella’s head of marketing Claire Hoyle.

It contains 13g protein per half pizza serving, and will hit Asda from 2 April followed by Sainsbury’s from 29 April (rsp: £2.50/387g).

Meanwhile, posh pizza brand The White Rabbit Pizza Co has made its frozen pizza debut with two launches: The Smokin Vegan and The Vegan Gardener.

The former is topped with chargrilled peppers, mushrooms, vegan cheese MozzaRizella and baby spinach, while the latter is topped with sundried tomatoes, MozzaRizella, kale and pesto.

They will hit Holland & Barrett next week (rsp: £5/340-353g). Both are already available as chilled SKUs.

Co-founder Nick Croft-Simon said the move felt like “a natural step in our journey” adding that it “makes sense to offer our customers options that help reduce food waste with a longer shelf life”.

It comes as frozen sales have surged across the UK with the onset of the coronavirus crisis.