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While average spend has fallen significantly, some categories have achieved increases such as frozen pizzas which are growing by 4.3%, according to Kantar's data

Delivering a tasty meal in minutes, pizza is the ultimate convenience food. Quick and easy to prepare, while also succeeding in being mouth-wateringly appetising, brands are increasingly delivering new formats and variants to suit all the family, writes Gillian Hamill


Brand Central

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15 November 2017

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While the frozen and chilled pizza segments are undoubtedly mature, there is still room for further growth fuelled by brand innovation. “Currently, the main focus in the chilled pizza market is on increasing the range of premium options, while frozen pizza brands are trying to more closely replicate the takeaway experience,” says Richard Caines, senior food and drink analyst at Mintel.

Brands are also working towards increasing the frequency of pizza consumption by making it more appealing for different occasions. As Caines points out: “Other ways to increase the frequency of eating pizza include catering more for lunch and snacking occasions, and expanding beyond the traditional  Italian-originating approach to the dish. A greater variety of bases, sauces and toppings, including those influenced by world cuisines, all offer scope for NPD.”

This forward-thinking approach can certainly be witnessed in the range of formats offered by the manufacturers featured below.

Pizza: A solid base for food retail

Forty years ago in Ireland, pizza was mainly seen in American movies. Thirty years ago, pizzas were seen in your freezer, and in a microwave – burnt in parts and cold in others. Twenty years ago, fast food took over. Today, we want more.

Demand for pizza has never been stronger. We want it fast, but healthy too. We want convenience. We want authenticity. We want value. We want it all…and we can have it!

Artisan pizza is a quick way to cater for all groups, without guilt. Meaty, vegetarian, vegan or a combination: its versatility is the secret to its popularity.

Like pizza itself, Gianpiero de Vallier hails from Italy. With Cliona, his wife, they set up Pizza da Piero in 2007. They brought premium pizza bases to Ireland at a time when the Irish palate was ready.

In major supermarkets and luxury outlets, Piero’s pizza bases are a rare opportunity to a retailer. Shops who position the bases next to olives, cured meats, fresh mozzarella and so on, see a greater volume of additional sales. Using traditional baking methods and modern marketing (see Cliona’s Instagram & Twitter) Blas na hEireann winners Pizza da Piero are the rising star of Irish food.

Menu full of choice

Goodfella’s Pizza, launched in 1993, is Ireland’s number one frozen pizza brand. Produced in state-of-the-art facilities in Naas and Longford, Goodfella’s is proud to be made in Ireland while supporting 750 Irish jobs.

Team Goodfella’s is constantly striving to meet consumer needs and wants. Tapping into key trends and meal occasions, Goodfella’s has something for everyone and continues to deliver tasty pizzas for all the family.

The Goodfella’s brand has the widest menu in Ireland, whether it’s a ‘Takeaway’ pizza for all the family to share, a luxurious ‘Deli di Lusso’ pizza for that special ‘me time’ occasion, for the little people in your lives, Littlefella’s with familiar favourite toppings or for those with special dietary requirements a ‘Gluten Free’ pizza – there is something for everyone to enjoy. Whatever the occasion, whoever you’re with, make sure to ‘Gather Round a Goodfella’s.’

Follow Goodfellas Ireland on Facebook or visit the company’s website at for more information.

An option for all occasions

Inspired by authentic Italian recipes and loved by Irish consumers for over ten years, Ristorante offers a real Italian restaurant taste with a delightfully thin and crispy base and generous mouth-watering toppings. Consumers can relax and unwind from their day as their pizza cooks to perfection in the oven in around ten minutes.

Made using only the highest-quality ingredients, there are eight tasty flavours available; Mozzarella, Speciale, Pollo, PepperoniSalame, Hawaii, Vegetale, Funghi and new Formaggi & Pomodori.

The perfect hot and tasty snack for lunchtime, Bistro is a range of authentic baguettes from Dr. Oetker with tasty toppings inspired by the French love for food. Bistro takes just 15 minutes to cook in the oven and is available in Salami, Tomate Fromage and Speciale flavours.

Shoppers can also discover the brand’s range of Bistro Mini Baguettes – these mini crispy baguettes are crunchy on the outside and soft inside, available in both Tomate Fromage and Salami. Perfect for casual entertaining or a light bite.

Meanwhile, Dr. Oetker Pizzinis are thin and crispy mini pizzas that are perfect for in between meals or as a post-school snack for children. They taste great accompanied by potato wedges and salad. Pizzinis take just 8-10 minutes in the oven and are available in both Cheese & Tomato and Ham & Cheese varieties.



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