Goodfella’s is to overhaul its frozen pizza range to help customers reengage with the brand following a decline in sales.

New packaging will be rolled out later this month, along with changes to the pizzas themselves, including ‘punchy’ toppings.

Goodfella's is ditching the moustachioed Italian on packs and pizza fairy TV advertising in favour of focusing on ingredients.  It is expected that the brand, owned by Northern Food, will restore the red and green colourways to help shoppers differentiate the range.  The colours were dropped in April 2010 for a white logo.

Carol Berry, director of Northern Foods' UK pizza business sector, said that the changes would refresh the brand and take it back to its roots.