Goodfella’s has developed what it claims is its “tastiest recipe ever”.
It has added four New York-style pizzas: Ultimate Four Cheese, Fully Loaded Pepperoni, Hot & Spicy Meat Feast and Sweet & Smoky BBQ Chicken (all rsp: £4.75)
All are made with the new recipe, and feature a stonebaked base with a “large, crispy” crust, “loaded” with toppings.
They come in a “bold” packaging design, which would “instantly appeal to shoppers looking for a quality takeaway-style treat within the frozen aisle”, said Goodfella’s.
The pizzas will hit Tesco freezers on 8 September, ahead of a wider rollout.
A reformulated garlic bread, made with the same base as the pizzas, will launch into Co-op on 13 October.
The ‘right amount of cheesiness’
“The new pizzas have been a hit in consumer testing, with overwhelmingly positive feedback,” said Goodfella’s head of marketing Claire Hoyle.
“Our team has worked hard to deliver just the right amount of cheesiness, flavour, and crust thickness that consumers love.”
Goodfella’s was overtaken by Pizza Express (£85.6m) as Britain’s second top-selling pizza brand, behind Chicago Town (£174.4m), after its value sales fell by 9.5% to £84.1m on volumes down 6.7% in the year to 17 May 2025 [NIQ].
Meanwhile, Crosta Mollica (£57.3m) and Dr Oetker (£55.2m), the fourth and fifth-biggest brands, are targeting growth through premium innovation.
Dr Oetker unveiled its “restaurant quality”, Neapolitan-style range, Suprema this month, launching La Calabria, La Romana and La Margherita (£5/390g-415g) into supermarkets.
Crosta Mollica will launch Collezione Romana, a range of chilled, Roman-style pizzas (rsp: £8.50) into supermarkets in September.
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