Goodfella’s Bolsters Vegan Range With First Frozen Plant Protein Pizza.

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Goodfella’s, the brand leader in the frozen pizza vegan and dietary market[1], has launched a new stone baked Meatless Mediterranean pizza (MRSP £2.50) that will become the UK’s first frozen vegan pizza product to feature plant protein. Launching in April, the pizza is approved by the Vegan Society and aims to tap into the UK meat-free market, with meat free foods now worth £816m.[2]

Claire Hoyle, Head of Marketing at Goodfella’s, comments:

“We are continuing to see more consumers adopting Flexitarian and vegan diets. In fact, over the past two years, the proportion of Britons who have eaten food containing meat substitutes has risen from 50% to 65%[3] – which is in no small part a result of the depth in range and quality of vegan products now available in supermarkets.

“With 11.9% of meat substitutes launched in the UK in the past year containing pea protein[4], consumers are still demanding more plant-based protein products on their plates. As a result, we’re excited to extend our already popular vegan range with the launch of the Goodfella’s Meatless Mediterranean, which we hope will continue to provide mealtime inspiration for shoppers.

“Pea protein is a good source of fibre, rich in protein and also has low-allergenic properties, unlike soy which is a common food allergy. This move towards pea protein also shows our commitment to developing the category and remaining the brand leader in the frozen pizza vegan market.”

The new Goodfella’s pizza features a thin stonebaked pizza base, topped with traditional Mediterranean vegetables as well as pea protein mince, which closely replicates meaty pieces and provides 13g of protein per serving.

The new variant can be found in the frozen aisle in Asda (2nd April) and Sainsbury’s (29th April) for an MRSP of £2.50.

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