The £5m push coincided with a redesign of Goodfella's packaging last year, as it looked to revive flagging sales and win share from rival Dr Oetker.
The ads, created by Mother, broke last May and featured an Italian-American waiter with wings and a wand.
Northern Foods' managing director of brands, Graham Hunter, who took up his role in October, said the character would not be returning.
The revamp for 2011 will focus on new products, including Goodfella's Flatbread and Garlic Bread. Both are being rolled out in supermarkets.
This article was first published on marketingmagazine.co.uk
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