Food giant sees sales rise since digesting Northern

The company recently launched an advertising campaign to promote the brand against fierce competition. The campaign aims to bring the pizzas, packaging and marketing “back to its Italian roots”.

So far, feedback has been positive, said the company, but it admitted “reinvigoration of the brand will take time”.

The latest Goodfella’s re-launch follows an unsuccessful campaign, featuring a wand-toting Italian-American pizza fairy, about 18 months ago.

“It’s much more about the product,” said finance director Steve Henderson. “The real key test will be getting customers to come back and find it’s much better.”

Mr Henderson declined to quantify how much it has spent on the re-launch, but it will be considerably less than £5m ploughed into the pizza fairy ad spree.