Birds Eye has started selling its pizza brand Goodfella’s into the foodservice channel.
The frozen food giant said the move would help it increase its market share by bringing Goodfella’s into the education, casual dining, hotel and leisure sectors.
The pizza brand’s range consists of 20 products, including Takeaway Classic, Stonebaked Thin and Deep Pan, as well as vegan and gluten-free options.
It also offers its Pizza Pocket range for snacking, convenience, and food-to-go options.
“This is a major milestone for us and a great addition to the Birds Eye Foodservice portfolio,” said Goodfella’s head of marketing Sam Dolan.
“Pizza is now the fastest-growing dish out-of-home and one of the top three menu items, so there is a huge opportunity for a new branded pizza within the growing foodservice sector.”
Birds Eye business development controller for foodservice Gerard Purnell added: “Not only does this announcement strengthen our foodservice proposition, it also makes a huge statement that we are serious about supporting our customers with the right products for the out-of-home family dining occasion.
“Pizza can be enjoyed by everyone, and customers can trust the Goodfella’s brand to consistently deliver on quality and taste.”
The Birds Eye portfolio also includes brands such as Aunt Bessie’s and the Green Cuisine meat-free range. It is part of Nomad Foods.
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