Goodfella’s, the fastest growing frozen pizza brand, is expanding its vegan range with the introduction a Spicy Vegetable Salsa variant (MRSP £2.50). Launching this month, the new variant follows the brand’s successful vegan debut in April 2018, which brought 94,000 new shoppers to the frozen pizza category[1] and sold over £1.98m in retail value sales[2].

Claire Hoyle, Head of Marketing at Goodfella’s, comments: “The overall trend towards flexitarian and vegan diets continues to dominate. Interestingly, 42% of vegans are aged 15-34 and 59% of meat-free alternative products are consumed by non-vegetarians[3]. So the trend is firmly here and will continue to develop.

“With this in mind, there’s a clear need for vegan options in the frozen aisles, proven by the success of Goodfella’s Vegan Stonebaked Falafel. The product has attracted over a third of vegan pizza buyers into frozen, who did not previously shop the category[4]. We’re excited to expand our offering with the new Spicy Vegetable Salsa variant, which includes vegan cheese and a spicy twist.”

The new Goodfella’s Vegan Stonebaked Spicy Vegetable Salsa Pizza features a thin stonebaked pizza base, topped with spicy tomato sauce, cheddar-style vegan cheese, red and green peppers, black beans, red onion, sweetcorn, salsa drizzle and a spiced crumb.

“We have included vegan cheese on the newest member of our vegan portfolio to ensure we’re continuing to expand appeal,” Hoyle continues. “Consumers are increasingly seeing the benefits of buying frozen food and we’re pleased to be able to expand our offering further to satisfy a broader set of needs. We believe that everyone deserves great pizza, no matter what their preference: ingredients, flavour or crust.”

The new variant will initially be supported by a digital campaign and is available in Tesco and Sainsbury’s now.

[1] Kantar Worldpanel Purchase date to 30 December 2018

[2] Nielsen, Total Coverage, Value Sales, 52 w/e23.02.19

[3] Mintel 2017

[4] Kantar Worldpanel Purchase date to 30 December 2018

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