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Goodfella's is invigorating the frozen food aisle with its New York-Style Pizza range, designed to attract a growing segment of consumers seeking convenient, high-quality takeaway alternatives at home.

The new product line, which will replace the existing Goodfella's Takeaway range, features four indulgent flavours and is backed by consumer testing that underscores its appeal.

The New York-Style range includes Ultimate Four Cheese, Fully Loaded Pepperoni, Hot & Spicy Meat Feast and Sweet & Smoky BBQ Chicken, each crafted with a stonebaked base and a large crispy crust.

The pizzas are topped with trendy ingredients such as Hot Honey Drizzle, diced pepperoni, roquito peppers and a chilli and black pepper crumb, reflecting current consumer preferences for bold flavours and premium toppings.

Claire Hoyle, head of marketing at Goodfella's, said: “We have a proud reputation for delivering quality and innovation that shoppers love – and our New York-Style Pizza range will do exactly that”.

Hoyle also praised the team for their ability to balance cheesiness, crust thickness and toppings, aiming to create the ultimate at-home pizza experience.

The brand's eye-catching packaging design highlights its New York inspiration and the claim of being the 'tastiest recipe ever'. This strategic branding aims to capture the attention of shoppers looking for high-quality, takeaway-style options in the frozen food section.

The launch aligns with a significant consumer trend: recent data indicates that 65% of shoppers who enjoyed a 'fakeaway' in the past three months do so at least once a week.

Goodfella's is positioning itself to tap into this market, providing retailers with an opportunity to attract more customers seeking convenient meal solutions.

In addition to the pizza range, Goodfella's is also introducing a revamped Garlic Bread product, made with the same dough as the New York-Style pizzas. This offering promises an indulgent side that complements the main dish, enhancing the overall pizza night experience for consumers.

The New York-Style Pizza range is set to debut in the UK on September 8 at Tesco, with further rollouts planned across other retailers through November. Goodfella's Garlic Bread will launch on October 13 at Co-op, expanding availability by the end of November.