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Nomad foods-owned Goodfella’s is expanding its product line-up with the introduction of new Pizza Pinwheels, designed to meet the rising demand for convenient snacking options.

Available in two classic flavours – Cheese & Tomato and Cheese & Ham – these pinwheels are tailored for today’s busy consumers seeking quick and satisfying meal solutions.

The new Pizza Pinwheels feature soft, rolled dough filled with quality pizza toppings, providing a unique and fun alternative to traditional frozen pizza.

Goodfella’s notes the versatility in preparation, as the pinwheels can be easily cooked in an air fryer, microwave or oven, catering to the preferences of modern households.

This launch aligns with the growing trend in the frozen pizza segment, which has seen a year-over-year increase of 6.2% in the snacking market, driven by consumer demand for quick and flavourful meal options.

Claire Hoyle, head of marketing at Goodfella’s, said: “Our new Pizza Pinwheels bring an exciting proposition to the frozen pizza category. Packed with the great taste people expect from us, they fit seamlessly into busy lives, appealing to savoury snack-seekers looking for convenience without compromising on flavour.”

Goodfella’s Pizza Pinwheels will be available exclusively at Iceland stores starting November 6 2025, with a recommended retail price of £2.75.

The product is also positioned as non-HFSS (high in fat, sugar or salt), appealing to health-conscious consumers looking for better snack options.

As over half of UK households now use air fryers, Goodfella’s new offering is strategically positioned to capture this growing segment of the market.

The company aims to leverage the convenience and taste of its Pizza Pinwheels to drive foot traffic to the frozen food aisle, tapping into the increasing consumer preference for easy-to-prepare meals.