Goodfella’s has added Pizza Pinwheels to tap growing demand for “snackable options” and air fryer products.
Available in “popular pizza flavours” Cheese & Tomato and Cheese & Ham, the “convenient” snacks are both HFSS-compliant and can be prepared in the air fryer, microwave, or oven.
They will launch exclusive to Iceland from 6 November, with an rsp of £2.75 for six.
The new additions are geared at tapping into the growing frozen pizza snacking market, volume sales of which are up 6.2% year on year, according to NIQ data [52 w/e 4 October 2025].
With over half of UK households (58%) now using an air fryer, according to Good Food’s Nation Study 2024, Pizza Pinwheels were “perfectly positioned to appeal to shoppers looking for quick, delicious and easy-to-serve options”, said Goodfella’s.
“They bring an exciting proposition to the frozen pizza category,” said Claire Hoyle, head of marketing at Goodfella’s.
“We’re confident that it will drive more savoury snack seekers to the frozen aisle,” she added.
It comes after Goodfella’s announced it had partnered on a campaign with Tefal earlier this month to promote the ”goodness of frozen food”.
Goodfella’s rolled out “fresh” redesign at the end of 2024, revamping its packs in a bid to “stand out on shelves” following sales declines.
In August, it added four New York-style pizzas, featuring its “tastiest recipe ever”. This came after it was overtaken by Pizza Express as Britain’s second top-selling pizza brand after its value sales fell by 9.5% to £84.1m on volumes down 6.7% in the year to 17 May 2025 [NIQ].
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