Goodfella’s is expanding its vegan offer with the introduction of a new Spicy Vegetable Salsa pizza.

Goodfella's Spicy Vegetable Salsa

Launching this month, the new variant follows the brand’s vegan debut in April 2018, which generated £1.98m in retail value sales [Nielsen, Total Coverage, Value Sales, 52 w/e 23.02.19].

Claire Hoyle, head of marketing at Goodfella’s, said: “The overall trend towards flexitarian and vegan diets continues to dominate. Interestingly, 42% of vegans are aged 15-34 and 59% of meat-free alternative products are consumed by non-vegetarians [Mintel 2017]. So the trend is firmly here and will continue to develop.

“With this in mind, there’s a clear need for vegan options in the frozen aisles, proven by the success of Goodfella’s Vegan Stonebaked Falafel. The product has attracted over a third of vegan pizza buyers into frozen, who did not previously shop the category [Kantar Worldpanel Purchase date to 30 December 2018]. We’re excited to expand our offering with the new Spicy Vegetable Salsa variant, which includes vegan cheese and a spicy twist.”

The new pizza is made with spicy tomato sauce, cheddar-style vegan cheese, red and green peppers, black beans, red onion, sweetcorn, salsa and a spiced crumb (rrp £2.50 each). 

The launch of Goodfella’s Spicy Vegetable Salsa into convenience stores will be supported by a digital campaign.