Flatbread pizza is the latest new product from Goodfella’s which, at 3-4mm at its centre, is its crispiest, thinnest crust.
The frozen Flatbread range, which comprises margherita, pepperoni, ham & mushroom and chicken varieties, is 11.5 inches in diameter and has an RSP of £2.99.
The base is made with ’00’ Grade Italian flour and extra-virgin olive oil; the dough undergoes a three-hour fermentation process, which helps ensure an undulating crust that is crispy on the outside and soft on the inside, while creating small air pockets.
Lisa Lewis, senior brand manager at Goodfella’s, said: "We believe it meets increasing consumer demand for ultra-thin, authentic pizza."
A £1m marketing campaign is being launched in May and will include outdoor advertising and in-store activity.