According to the BBC, “Northern Foods, which makes Goodfella’s pizza, says it hopes a £5m ($7.2m) brand relaunch will lift profits.”

“Northern, which holds either number one or two position in many of the UK’s prepared food markets, also makes Fox’s biscuits, as well as ready meals. Its Fox’s biscuit campaign, which features a panda called Vinnie, has helped to push that brand into second place in the country. Northern says the new pizza campaign will initially raise its costs.”