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Goodfella’s is targeting the lone consumer with its Solos pizza range, which Northern Foods is citing as one of the most significant innovations in the frozen pizza aisles.

The range is available in eight varieties, from kiddie-friendly toppings such as Hawaiian and Pepperoni to more sophisticated choices, including stonebaked Balsamic Vegetable and Cajun Chicken.

A £5m marketing campaign - including a TV commercial, which is being aired from October - support the launch.

Good pizza for going solo