The rebrand will be supported by a £3.5m marketing campaign, marking Goodfella's biggest investment for five years.
The frozen pizza company will introduce a new logo and a packaging redesign to refresh its range.
It is also adding 11 new products to its three core sub brands, Goodfella's Deeply Delicious, Goodfella's Delicia and Goodfella's Solos, alongside improvements to existing recipes.
The marketing drive includes national poster ads and a double sponsorship of ITV shows 'You've Been Framed' and Harry Hill's TV Burp'.
The new brand positioning "Devoted to pizza pleasure" is based on research which revealed that consumers want to buy pizza that has been created by pizza experts who really care about authenticity, taste and product quality.
Goodfella's aims to establish a clear identity for itself and to drive consumer reappraisal of the frozen pizza category.
Kevan Mallinder, Goodfella's head of UK marketing, said: "This is a huge step for us and one which couldn't come at a better time when more consumers are buying into frozen as a result of the economic climate.
"By rebranding, and introducing new products, we aim to increase our brand differentiation and consumer relevance, and further appeal to our family orientated target audience."