Frozen pizza

More people eat our frozen pizzas than anyone else’s. Hardly surprising since we’ve made it our business to listen to what they want from a frozen pizza – and then deliver it.

Take Goodfella’s. The UK’s favourite frozen pizza brand tops the market with a market share of around 30%.  What sets us apart from the competition? For a start, we’re the only major pizza manufacturer with products in each of the different categories: Thin and Crispy, Premium, Deep Pan, Kids and Snacking. From deep pan to traditional-style thin crust, from stonebaked ciabatta base to restaurant quality individual pizza, we make it. 
 
We’re always improving recipes and adding new ranges to keep up with customer tastes. That’s equally true of our San Marco brand and the own label pizzas we make.

Our Pizza production is based at three sites in Ireland; two in County Kildare and one in Longford. Over 600 people work for us, making pizzas under the Goodfella’s and San Marco brands as well as producing high quality, own label pizzas for major UK and Irish multiples.

Serious about dough

Pizza remains incredibly popular in the UK. It’s a meal enjoyed by everyone in the family and shared when friends get together. It’s fun, sociable and we’re serious about making the best, most popular pizzas.

When we first started making pizza in the 1990s, everyone wanted deep pan. To make our Goodfella’s Deeply Delicious range we took restaurant cues from American pizzas. Now it’s the number one brand in deep pan frozen pizza.

But tastes and eating habits change. Increasingly, family members eat at different times and more people are choosing pizza as a tasty, convenient meal to eat alone. Either way, they want the pizzas they eat at home to look and taste as good as the ones they enjoy in restaurants.

Making it authentic

We’re so committed to giving our customers authentic, restaurant-quality pizzas that, over the years, we’ve brought in master bakers and top chefs and even tracked down a restaurant in a remote hamlet in Southern Tuscany for new inspiration.

In 2003 we introduced Goodfella’s Delicia, a traditional thin crust pizza, similar to those in Italian pizzerias. The following year we teamed up with Michelin starred La Bottega dei 30, one of Italy’s finest restaurants. Working with the restaurant’s head chef we created the Goodfella’s La Bottega range. Each pizza has a rustic stonebaked ciabatta base and toppings are inspired by local cooking methods and ingredients, like wild mushrooms and locally sourced Tuscan sausage.

When we launched Goodfella’s Solos in October 2005, we brought all the skills and expertise we use for regular and family sized pizzas to the individual pizza market. The result was an individual pizza with a choice of stonebaked or classic bases, a range of toppings and the same authentic restaurant quality people expect from any other Goodfella’s pizza. What’s more, Solos can be cooked in just 10 minutes which ticks all the boxes on convenience. No one else offered anything like it and the success of the range is undisputed.

And no one beats us for taste. In consumer taste tests, Goodfella’s pizzas always get four stars, regularly outperforming our competitors. We continue to look at new markets to extend our reach and it was that ambition which saw us extend the brand into the chilled market with the launch of Goodfella's Signatore in autumn 2007.