Branding: Goodfella's gets fresh packaging

Frozen-pizza brand Goodfella's has repackaged its La Bottega range and introduced variants to strengthen its position in the premium pizza market.

The packaging features an embossed product shot as well as a window, which Goodfella's claims is a first for the frozen category and differentiates the brand from other frozen-pizza products. The company is also introducing new toppings and sauces to the range, which was launched in 2004.

Goodfella's plans to grow its sales in the frozen prepared food market to £100m in 2008, according to research from TNS Worldpanel, published in Marketing's annual Biggest Brands survey. It is the sixth-biggest brand in a sector dominated by Birds Eye, with sales of £470m.

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