- Goodfella’s is meeting demand for easy snackable options with new Pizza Pinwheels in Cheese & Tomato and Cheese & Ham flavours
- Easily cooked in the air fryer, microwave or oven, the new range is perfectly positioned to appeal to shoppers looking for quick, delicious and easy-to-serve options
Goodfella’s is expanding its range with all-new Pizza Pinwheels, rolling two popular pizza flavours – Cheese & Tomato and Cheese & Ham – into a convenient snack size format. These soft, rolled dough pinwheels are filled with tasty pizza toppings creating a fun and unique shape that’s perfect for snacking or a light midweek meal. The Pinwheels can be quickly cooked in the air fryer, microwave or oven, while the pizza dough and rich, flavourful signature sauce ensures the quality and taste that shoppers expect from Goodfella’s.
The launch will open up even more occasions to enjoy pizza at home, tapping into the growing frozen pizza snacking market (+6.2% YOY)[1] . With taste and convenience remaining key consumption drivers in the category,[2] and with over half of UK households now using an air fryer[3], Goodfella’s new Pizza Pinwheels are perfectly positioned to appeal to shoppers looking for quick, delicious and easy-to-serve options.
The launch of Goodfella’s Air-Fryer Pizza Pinwheels coincides with the announcement of a new partnership with renowned kitchen & home appliances company, Tefal. United by a shared mission to create ‘A Better Everyday’ for UK households, the brands are working together to make everyday life easier, more enjoyable, and more delicious.
Claire Hoyle, Head of Marketing at Goodfella’s commented, “Goodfella’s is all about delivering quality and flavour and our new Pizza Pinwheels are no exception. They bring an exciting proposition to the frozen pizza category, and, packed with the great taste people expect from us in a convenient format that fits perfectly into busy lives, we’re confident that it will drive more savoury snack-seekers to the frozen aisle.”
Goodfella’s Pizza Pinwheels in Cheese & Ham and Cheese & Tomato are non-HFSS and will be available exclusively in Iceland from the 6th November at £2.75 MRSP.
[1] Nieslen, frozen pizza snacking, volume sales, L52wks w/e 04/10/25)
[2] Kantar Usage Panel Data, to 10th August 2025
[3] The Good Food Nation Study, 2024. 2,003 UK adults, 58% now use an air fryer +12% YOY.
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