Goodfellas Signatore is a range of chilled pizzas, extending the brand out of the freezer for the first time. The flavours are upmarket, including matured chorizo with sun-dried tomatoes and three cheese; and mozzarella pearls with Sun Blush tomatoes and Thyme.
The brand is being backed by a heavyweight television campaign, that will launch in 2008, as well as extensive press advertising in consumer and trade titles. Goodfellas says that it is the first big above-the-line campaign for chilled pizza.
It will extend the Goodfellas brand to give it products that appeal to a wide demographic. Other brands it has include Deeply Delicious, the deep pan range; Delicia, which leads the thin and crispy sector; and La Bottega, at the premium end.
In 2006 it launched Goodfellas Solos, which became one of the top-three FMCG launches in the UK and is already worth £19m, with a 21% share of the sector's value.
Goodfellas advertising is handled by Farm Communications.