Goodfella’s has launched Deep Pan Max pizza in three 12 inch varieties retailing at £2.99 each in a bid to boost the appeal of frozen pizza to 16 to 24-year-old males.

“This is a key segment but one where frozen pizza has not performed as well as home delivery,” said marketing director Paul Reenan.

The Goodfella’s brand is being backed by a £5m advertising campaign and sampling roadshow this year.