Goodfella’s pizza now available to foodservice customers

Birds Eye has announced that its frozen pizza brand Goodfella’s is now available to foodservice customers.

Founded in 1993, and part of the Birds Eye family since 2018, Goodfella’s now comprises more than 20 products, including Takeaway Classic, Stonebaked Thin and Deep Pan, and a selection of vegan and gluten-free options. Also available is the new Pizza Pocket range, which is ideal for snacking, convenience and food to go.

Sam Dolan, head of marketing for Goodfella’s, says: “This is a major milestone for us and a great addition to the Birds Eye Foodservice portfolio. Pizza is now the fastest growing dish out of home and one of the top three menu items (MCA) so there is a huge opportunity for a new branded pizza within the growing foodservice sector.”

The logo and branding for Goodfella’s was modernised last year, and with a value share growth of 4.5%, it was the only major frozen pizza brand to be in growth in 2021 (Nielsen).

Birds Eye is expecting to see growth from an increased market share with wholesalers and end users in the education, casual dining, hotel and leisure sectors.

Birds Eye, part of Nomad Foods, is the No.1 frozen food company in Great Britain (NielsenIQ).