Goodfella's has launched a new deli frozen pizza slice at Iceland and Ocado, available in cheesy Margherita and smoky Pepperoni flavours, but the £2.50 price tag has sparked a debate among shoppers. The New York-style pizza has a thin, crispy stone-baked base and cooks in an air fryer in just four minutes.
Shoppers divided over price
While some social media users have called the slices 'amazing' and 'perfect for lunch', others have labelled them a 'scam'. Critics point out that Iceland sells an entire own-brand pizza for £1, and some Goodfella's whole thin crust pizzas are cheaper at £2 each.
On Instagram, @grandmaestroduck wrote: '£2.50 when you can get a whole for less??' @ribbons1978 commented: 'The new cost of living scam. Pizza slices rather than a whole pizza, nicely packaged and presented as premium.'
Positive reviews from food bloggers
Not everyone was against the idea. @gembolina20 shared: 'Amazing! Airfry slice, perfect for lunch.' Food blogger @travelling_foodie_uk tried both flavours and said they were 'really good', though noted the slices were too big for a dual-drawer air fryer, so they cooked them in the oven instead. @grub.kitchen also gave them a go, saying: 'Not bad honestly! Would get them again.'
Marketing for football season
Goodfella's is marketing the slices as the ideal snack for football season. Claire Hoyle, head of marketing at Goodfella's, said: 'Whether you call it scran, supper or tea, football is just as much about the post-match feed as what actually happens on the pitch.'
'Nobody wants to have to wait too long before they eat though, which is why we've created a proper pizza slice that can be cooked and enjoyed before you've even unlaced your boots.'
