Goodfella’s is targeting almost half the UK population who eat meals on their own with its Solos pizza range.
Backed by a £20m new-build factory and a £5m marketing campaign, supplier Northern Foods is citing it as one of the most significant innovations in the stagnating frozen pizza aisles.
Aimed at single people, increasing numbers of kids who cook for themselves after school and families who choose to eat meals at different times, Solos is a range of eight single-serve pizzas going on shelf in October.
Goodfella’s has invested heavily in research into how to turn consumers back to frozen pizzas, which are struggling against chilled offerings. Solos are cooked in the oven in 10
minutes. Eight varieties range from kiddie-friendly toppings with a thicker base, such as Hawaiian, Pepperoni and BBQ Chicken, to more sophisticated choices on a light, stonebaked base, including Balsamic Vegetable, Cajun Chicken and Pepperoni & Sweet Peppers. With an rsp of £2.09 for a pack of two, the brand will initially run a two-for-£3 promotion. Goodfella’s marketing manager Adrian Mooney said: ‘There is a clear market opportunity for an individual quality pizza. Market research shows that there is a rise in single-person meals, which now account for 46% of all eating occasions.”
Solos would also solve the problem of families arguing about what toppings they wanted, he added.
Supported by a TV ad campaign from October, sponsorship of ITV’s Creature Comfort series and sampling, Solos will be produced at the new Northern Foods Frozen Division factory in Naas, Ireland.
Tesco buyer Phil Wheatcroft said: “Frozen food as a whole is shrinking and companies have to do their bit to bring back quality and innovation.”
Patak’s latest marketing ploy is sure to have motorists seeing blue. The Indian food brand has a new fleet of 21 distribution lorries, featuring the Patak purple curtains and trademark blue face on the rear doors. The fleet will travel 1.3 million miles each year - the equivalent of 144 return trips from Patak HQ in Leigh to Bombay.
Claire Hu