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Goodfellas has launched its brand-new pizza slice through “Sliceland,” an exclusive takeover with Iceland that makes the retailer the only place to find the new product for the next month. Developed over two years, the activation brings the new slice to life in-store and showcases a collaborative approach to NPD that combines commercial thinking, creative execution and customer experience. The launch celebrates the teams behind the project and the ambition to turn a new product into something customers can genuinely get excited about.