>>A look at how a new product is performing

goodfella’s solos
northern foods
Launch date:
October 2005
Goodfella’s launched its Solos pizza range in October last year after investing heavily in research into how to turn consumers back to frozen pizzas, which are struggling against chilled offerings.
Backed by a £20m new-build factory and a £5m marketing campaign, supplier Northern Foods hailed the newcomer, which it described as restaurant quality, as one of the most significant innovations in the shrinking £337m frozen pizza aisles.
The range consists of eight single-serve pizzas, which are cooked in the oven in 10 minutes, and is aimed at almost half the UK population who eat meals on their own.
In just three months, the pizzas managed to clock up sales worth £5.4m and the range secured distribution in 45% of all possible outlets [ACNielsen MAT to December 24, 2005].
November proved to be a particularly good month for the newcomer when sales peaked at £2.2m [4 weeks to November 26, 2005]. However, this figure, as would perhaps be expected, fell to £1.6m in the period covering the festive season [4 weeks to December 24, 2005].
Although Northern Foods insists demand for the snacking product has been strong and retailers have been very satisfied with its performance, not all have been impressed, with some buyers expressing concern over the pricing of the product.
“To launch the product at bogof devalues its retail selling price from day one. The pizza market needs some value added back to it,” said NisaFreeze/Chill trading controller Steve Dixon.
“Research says that the product should sell well, but it is still too early to say if it will stand the test of time.
“The major factor is where the rsp settles down in terms of price point.”
Currently, Goodfella’s Solos is key sponsor of new celebrity show, Dancing on Ice, where famous skating duo Jayne Torvill and Christopher Dean train a team of celebrities to go head-to-head in a spectacular live ice-skating championship.