Birds Eye announces Goodfella’s pizza is now available to the UK Foodservice market 

Frozen food specialist Birds Eye announces that its well-known pizza brand, Goodfella’s is now available to foodservice customers.

Founded in 1993, and part of the Birds Eye family since 2018, Goodfella’s is the original frozen pizza brand introducing delicious, authentic, and conveniently frozen American Italian inspired products to the UK and Ireland.

With a comprehensive range of over 20 products, customers can choose from Takeaway Classic, Stonebaked Thin and Deep Pan as well as a range of popular 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, Goodfella’s said: “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* so there is a huge opportunity for a new branded pizza within the growing foodservice sector.”

Goodfella’s, who modernised its logo and branding last year, is a well-known, much loved consumer brand. With a value share growth of 4.5%, it was the only major frozen pizza brand to be in growth in 2021~. The foodservice sector is set to achieve nearly the same levels of revenue as 2019^, and Birds Eye are expecting to see growth from an increased market share with wholesalers and end users in the education, casual dining, hotel, and leisure sectors.

Gerard Purnell, Business Development Controller for Foodservice, Birds Eye 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 OOH family dining occasion. Pizza can be enjoyed by everyone, and customers can trust the Goodfella’s brand to consistently deliver on quality and taste.”

Birds Eye, part of Nomad Foods, is the No 1 Frozen Food Company in Great Britain** and has a portfolio of iconic brands including Aunt Bessie’s, Goodfella’s and the Green Cuisine meat-free range.

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*MCA Eating Out in the UK 2018

~Neilson Total Coverage MAT 06.11.21 over a 52-week period

^Future of Foodservice End of an Era Report 2022, Simon Stenning

**Birds Eye’s calculation includes Birds Eye, Goodfellas and Aunt Bessie’s and is based on data reported by NielsenIQ through its Scantrack UK service for the Frozen Food category for the 52-week period ending 19 July 2021 for the GB Total Coverage market. (Copyright © 2021 NielsenIQ)

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