Leading pie brand Pukka has teamed up with fast-growing condiment brand Sauce Shop to launch the limited-edition Pukka x Sauce Shop Buffalo Chicken Pie – a new NPD designed to “inject fresh excitement into pie fixtures and drive incremental value for retailers”.
Aimed at flavour-seeking, younger shoppers, the new Buffalo Chicken Pie features chicken marinated and cooked in Sauce Shop’s best-selling Buffalo Sauce, with its spicy Jalapeño mash and added mature cheddar cheese – all encased in Pukka’s signature puff pastry.
Pukka noted that limited editions have played a key role in its category success, with previous launches delivering £1.4m of added value, 70% incremental sales and a 10% uplift in younger consumers. This latest collaboration builds on that momentum – using flavour, relevance and cross-brand appeal to drive further penetration.
“We wanted to collaborate with a brand that shares our passion for putting flavour first and Sauce Shop was the perfect fit,” said Pukka’s CEO, Isaac Fisher.
“Together we’ve created a limited-edition launch that taps into growing demand for bold, on-trend flavours and brings fresh relevance to the category. Not only will it excite existing fans, but it will also attract new, younger shoppers and drive incremental sales. Limited editions bring energy and excitement to the category – and we believe this could be our most successful yet.”
Pam Digva, Co-Founder of Sauce Shop, added: “At Sauce Shop, we’re passionate about real flavour and real ingredients, so teaming up with a British icon like Pukka is something we’re proud of. Together, we’re bringing bold, on-trend flavour to one of the nation’s favourite pies, and we can’t wait to see how shoppers respond.”
The launch will be supported by PR and social activations across both brand channels. On-pack pairing suggestions from the wider Pukka and Sauce Shop ranges have been designed to drive trial across both savoury pastry and condiments.
The Pukka x Sauce Shop Buffalo Chicken Pie (RRP: £2.25, 205g) will be available in Asda from today and Tesco on 10th November.
