The new £2.50 supermarket pizza slice that shoppers are convinced is ‘a scam’

| Senior Lifestyle Reporter Published October 23, 2026 11:47am Updated October 23, 2026 11:50am A frozen pizza slice is causing a stir online (Picture: Getty Images) Goodfella’s has claimed it’s ‘levelling up’ the frozen food game with a new pizza product, but shoppers aren’t so sure. The brand has just launched a new deli frozen pizza slice at Iceland and Ocado, available in cheesy Margherita and smoky Pepperoni flavours. Each slice of the New York-style pizza has a thin, crispy stone-baked base, and cooks in the air fryer in just four minutes. But priced at £2.50 each, the snack has well and truly divided people on social media. The New York-style slices cost £2.50 each (Picture: Goodfella’s) While some think the new pizza slices are ‘amazing’ and ‘perfect for lunch’, others have claimed they’re a ‘scam’. This is predominantly due to the price, which many think is too high for just one slice of pizza. At Iceland, you can buy an entire own-brand pizza for just £1, and some of Goodfella’s whole thin crust pizzas are also cheaper, at £2 each. On Instagram, @grandmaestroduck pointed this out, writing: ‘£2.50 when you can get a whole for less??’ While @ribbons1978 said: ‘The new cost of living scam. Pizza slices rather than a whole pizza, nicely packaged and presented as premium.’ Ask Metro Use AI to go deeper into the stories you care about – powered by Metro and trusted publications. And @dayzb4iii commented: ‘£2 for a normal pizza but £2.50 for almost a third of a pizza.’ Similarly, @withaph.notav posted: ‘I’m convinced nobody knows how to cook anymore. You can make a pizza at home for less than £2.’ ‘Should be £1, get a whole pizza for £2,’ added @oli_182. Not everyone was against the idea, though, with @gembolina20 sharing: ‘Amazing! Airfry slice, perfect for lunch.’ Food blogger @travelling_foodie_uk gave the slices a try, and thought they were ‘really good’. ‘We tried both the Margherita and Pepperoni, and honestly, they were actually really good! Thin New York-style pizza and big slices, and the crust was sooo good too,’ she declared. ‘The only downside for us was that the slices were too big to fit in our dual-drawer air fryer, so we had to cook them in the oven instead.’ A user known as @grub.kitchen also gave them a go and their verdict was: ‘Not bad honestly! Would get them again.’ Do you think £2.50 is too much for one pizza slice? Sign up to Metro's The Slice newsletter for your guide to what's on in London, with trusted reviews, offers and giveaways. Goodfella’s are marketing the slices as the ideal snack for football season. Speaking about the launch, 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. Deals of the Day See London's Christmas lights from an open-top double-decker bus this winter My skin always suffers when the heating goes on but this serum changed that The skincare formula that finally took the guesswork out of my routine Families can save up to 20% on summer 2027 holidays in Club Med's four-day sale Cold mornings are coming and this is the dressing gown I want to live in ‘Packed full of delicious ingredients and ready to go in just four minutes, our new New York Style Deli Slice is so good that you won’t want to share it, and as a single slice, the good thing is you don’t have to! So, win, lose or draw, whether you’re on the pitch or watching from home, this new slice is the perfect feed to round off matchday.’ Do you have a story you’d like to share? Get in touch by emailing MetroLifestyleTeam@metro.co.uk Arrow MORE: Extreme weather is here — the stock cupboard list Brits need to prep for emergency Arrow MORE: Best supermarket fashion and homeware buys this week from M&S, Tesco, Asda and Sainsbury’s Arrow MORE: London’s first Nigerian tapas restaurant is turning 10 – and it all started with a Skype call The Slice Your free newsletter guide to the best London has on offer, from drinks deals to restaurant reviews.