Goodfella’s expands gluten-free offering with new Cheesy Garlic Bread

• Goodfella’s is launching a Gluten Free Cheesy Garlic Bread to offer greater variety to shoppers with dietary needs
• The Goodfella’s Free From range has played a big role in driving the free-from pizza segment, with growth of +24.9% (vs category at +21.7%)^[2]
• The Gluten Free Cheesy Garlic Bread is the first piece of NPD to carry a completely new pack design, which is rolling out across the brand’s entire pizza portfolio

Goodfella’s is expanding its gluten-free range, with the launch of the Gluten Free Cheesy Garlic Bread set to tap into the underrepresented frozen free-from sector. The launch of Goodfella’s latest NPD will offer shoppers with specific dietary requirements greater choice, and will help to tap into demand for gluten-free items as part of a ‘big night in’ occasion at home. The free-from pizza segment is now worth £14.9m and seeing growth of +41.2% in the last two years^[3].

Nicola Bates, Senior Brand Manager at Goodfella’s said: “Throughout the pandemic, shoppers have turned to the frozen aisle for gluten-free alternatives of their favourite foods, thanks to the greater shelf life and less wastage generated by the products when compared to fresh. Yet there is a clear lack of gluten free accompaniments, and so as leaders in the frozen free from pizza category, it is our responsibility to meet this demand.  We expect the high demand for pizza and garlic bread alternatives to stay for the long-term, and this launch will supplement our existing dietary pizza offering, with our existing gluten free pizzas accounting for 40.2% share of the sector[4].”

From mid-April, Goodfella’s also rolled out updated packaging across its entire pizza portfolio, as the brand reinforces its “Made With Respect” platform. The bold packs embed the Italian-American brand positioning with a strong, block design. The new-look packaging features appealing product imagery at the centre of the packs for maximum impact on shelf and showing shoppers the quality they can expect when cooking the product at home.

The packaging revamp comes as Goodfella’s looks to retain the new shoppers who entered the frozen pizza category in 2020, as consumers enjoyed more meals at home during the pandemic. The brand has continued to outperform the category, with growth of +22.8% (vs category growth of +8.3%)[5].

“Our Italian-American heritage is at the heart of our brand and pizza, so we wanted to ensure this is reflected across our packaging. The roll-out of our new packs will help to boost visibility of our portfolio on shelf, making it easier for shoppers to identify our products as they shop in the frozen aisle.”

The Gluten-Free Cheesy Garlic Bread Pizza, topped with mozzarella cheese and garlic oil, will be launching on 12^th July in Tesco for an MRSP of £2, and will be available in Sainsbury’s from October.

[2] Nielsen Scantrack MAT w/e 27.03.21

[3] Nielsen MAT w/e 27.03.21

[4] Nielsen Scantrack WE 27.03.21 MAT TY – Excludes vegan / meat-free category.

[5] Kantar Worldpanel data to 21.03.21