Pukka is launching bigger versions of its two bestselling chilled pies – All Steak and Chicken & Mushroom – in response to the growing popularity of larger pie formats.
The larger products incorporate the same recipes but aim to unlock new opportunities for people to share a Pukka pie, including as part of family meals or dinners for two. The brand stated that this will broaden the appeal of the total pie fixture, driving category sales in the process.
“Launching trend-led NPD is in our DNA, but our classic recipes are the nation’s favourites for a reason. In fact, our All Steak and Chicken & Mushroom individual pies are the nation’s number 1 and number 2 favourite pies,” said Isaac Fisher, CEO at Pukka.
“So, when consumers told us that they wanted to see their favourite Pukka recipes, but even bigger, we listened by launching Pukka All Steak ‘The Big One’ and Pukka Chicken & Mushroom ‘The Big One’. We want to encourage the nation to enjoy these pies however they wish – whether they’re putting them at the centre of a family meal, or sharing between two.”
As well as responding to consumer feedback, Pukka said it had launched the range in recognition of the overall growing demand for larger pie formats that have added over £8m to the category.
Fisher added: “The demand is already there for this range, and given we’re the pie brand that always makes full-on flavour our number one priority, consumers trust us to deliver on taste and quality every time.
“We’re also entering the time of year when even more people are tucking into pies – with pie sales in the autumn and winter growing by a third. Plus, we’re currently live on TV with our Masterbrand ‘Pukka for the People’ advertising campaign, meaning brand visibility is at an all-time high. Therefore, there really is no better time to stock-up on our new range.”
Pukka’s ‘The Big One’ duo have launched on Ocado and in Morrisons, and will roll in Tesco and Asda in the middle of next month (500g, RRP: £4). The range will also be available to convenience and wholesale retailers.
