Frozen pizza brand Goodfella’s is to introduce a new and improved pizza range this autumn, in a bid to “reclaim freezer aisles” across the country.

The Northern Foods’ brand will support the launch with an integrated marketing campaign, underpinned by the strapline “...The Italian Way”.

The range will feature new packaging alongside revamped recipes, with inspiration taken from pizza-loving cities Naples and Chicago, where Goodfella’s research and development team carried out research into flavours and production techniques.

“Processes such as resting the dough and baking over Italian stones come together with an increased focus on toppings and all-round quality,” said the firm.

The new packaging marks a return to the brand’s original read and green colour scheme, and the range will consist of four distinct pizza styles: Stonebaked Thin and Fully Loaded Deep for every day; Take Away for informal sharing; and Flatbread for more adult occasions.

The new marketing campaign will include a new advertisment “inspired by the moment that the western world ‘met’ Italian food”. It will hit British network television and cinemas this month.

Goodfella’s has also given away 40,000 free pizzas, in a major trial initiative featured in consumer press titles.

In addition, it has launched a new website and a gaming app for iPhone and Android, which provides opportunities to win free Goodfella’s pizza, in a drive to increase consumer interaction.

Carol Berry, frozen pizza business sector director, Northern Foods, said: “We are very excited to now be standing at the cusp of the marketing campaign’s launch and feel we’re offering retailers an exciting opportunity to engage consumers; this is just the first of a series of big initiatives over the next 12 months. We hope it will set the stage for further exciting events we have planned to support the existing range and introduce even more products.”

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