Goodfella’s has launched UK’s first frozen vegan pizza which contains pea protein mince toppings.

Goodfella’s has expanded its vegan range with its new stone baked Meatless Mediterranean pizza featuring pea protein mince and topped with tomato sauce, pea protein mince, chargrilled red and yellow peppers, tomato, red onion, oregano, and salsa verde drizzle.

The new recipe joins the range of Goodfella’s vegan pizzas, which include the Vegan Stone Baked Falafel Pizza and the Vegan Stone Baked Spicy Vegetable Salsa Pizza.

The brand noted that it opted for pea protein because “it is a good source of fibre, rich in protein and also has low-allergenic properties, unlike soy which is a common food allergy.”

In addition, the brand is looking to develop the category in an effort to remain “the brand leader in the frozen pizza vegan market,”

The new pie has been approved by the Vegan Society.

Priced at £2.50, the vegan pizza will sell at Asda’s frozen aisle from April 2 and Sainsbury’s from April 29.

‘Mealtime inspiration’

Speaking about the new vegan product and the current growing interest in plant-based options, Claire Hoyle, Head of Marketing at Goodfella’s, said: “We are continuing to see more consumers adopting Flexitarian and vegan diets.

“In fact, over the past two years, the proportion of Britons who have eaten food containing meat substitutes has risen from 50% to 65% – which is in no small part a result of the depth in range and quality of vegan products now available in supermarkets.

“With 11.9% of meat substitutes launched in the UK in the past year containing pea protein, consumers are still demanding more plant-based protein products on their plates.  As a result, we’re excited to extend our already popular vegan range with the launch of the Goodfella’s Meatless Mediterranean, which we hope will continue to provide mealtime inspiration for shoppers.”

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