Goodfellas was launched in Netherlands following extensive target market evaluation. This included analysis of the Dutch pizza category volume & value, rate of growth, pricing & margins, promotional activity, competitive landscape including competitor pizza brands, required brand support, strength of private label & retailer ease of access, listing fees & logistics.
It was decided to launch Goodfellas Solos snack pizza targeting a large market for pizza snacking on the go.
The market opportunity presented by Green Isle Foods to Dutch retailers was to drive increased category value and cash margin by adding further innovation and adding value to pizza snacking.
The strategy was successful with over 80% category weighted distribution achieved within the first year of Goodfellas launch including listings in all main retailers including Albert Heijn, Superunie, Jumbo, C1000.