Stage 2: Exploring
The Bord Bia Consumer Insight & Innovation
team engaged with Goodfella’s to help in the
development of a new pizza offering for both the
Irish and UK market. This case study details how
Bord Bia ensured consumer insight was at the
heart of their new product development process.
INSIGHTS & INNOVATION WORKBOOK
Goodfella’s Pizza
Growing the success of Irish food & horticulture
INSIGHTS & INNOVATION WORKBOOK
Goodfella’s Pizza
PROJECT BACKGROUND
Since Goodfella’s launched in 1993, Goodfella’s
pizza has grown to become Ireland’s number
one frozen pizza brand and is now a truly well
established household brand with a market share
of close to 55%. The company produce a range
of offerings including thin, deep, flatbread and
takeaway. Recent years has seen increased
competition in the category. In order to affirm
their position in the market Goodfella’s believed a
new offering in “thin” was critical. In keeping the
consumer at the heart of the innovation process,
it was felt appropriate to talk with consumers
to explore their reaction to their new product
proposals and design concepts.
BUSINESS ISSUE
CONSUMER ISSUE
Recessionary times have seen the
introduction of more “restaurant style”
offerings at home. Thin pizzas are very
much part of this trend which was
challenging Goodfella’s dominance in the
sector. The key challenge for Goodfella’s
was to maintain share of market in light of
this growing range of consumer choice.
It was important for Goodfella’s to
understand not just reaction to the new
thin offering but also to understand both
how consumers shop the category and to
understand their current relationship with
the Goodfella’s brand.
Stage 2:
Exploring
THE PROCESS
The Bord Bia Consumer Insight & Innovation team’s role was to
assist Goodfella’s with ‘Stage 2’ of the consumer innovation process;
the exploratory stage. We did this through a qualitative consumer
research process which involved using a range of exercises and
projective techniques
HOW DID WE HELP?
Stage 2: Exploring
The exploratory nature of qualitative
research provided the perfect platform
to test new product ideas and
corresponding design work.
Four focus groups were conducted
where time was spent using a range
of tools specific to qualitative research
such as market mapping which
involves segmenting products based on
consumers perceptions of brands and
their offerings. Projective techniques
were also used where consumers
brought brands to life through a range
of activities including drawing exercises.
This helped Goodfella’s understand at
a deeper level how consumers really
understood and related to different
brands in the category.
WHAT WERE OUR
INSIGHTS?
WHAT WAS THE IMPACT
ON BUSINESS?
Consumers sought out the pack
design which was most in keeping
with the brand cues, identifying
homeliness, authenticity and Italian
values as being integral to the
packaging for the Goodfella’s brand.
Goodfella’s Extra Thin was the
UK’s highest selling new brand
launched in 2013, achieving more
than twice the sales from the
nearest branded competitor*.
New flavours were seen as something
to shout about. This married with
the development of appetising
visuals and supported with the
right on pack messaging were seen
as critical to encourage trial.
200%
Achieving more than twice
the sales from the nearest
branded competitor
Similarly in Ireland, Goodfella’s
Extra Thin attracted a new group
of consumers that previously
did not buy into the brand.
*Source: Nielsen ScanTrack | Total Coverage |
Frozen Pizza | Value Sales | 52 w/e 04-01-14
Bord Bia’s Insights & Innovation Workbook
This new exciting range of Extra Thin pizzas from Goodfella’s were developed using
best practice techniques detailed in Bord Bia’s Insights & Innovation Workbook.
For more information contact:
E-mail: info@bordbia.ie
Telephone: (01) 6885155
Growing the success of Irish food & horticulture