Pie brand Pukka has launched its first single-pack frozen format, developed especially for the convenience channel.
The new Pukka Chicken Pie is available in a £1.49 price-marked pack (PMP) and is part of the brand’s plan to accelerate growth and create new sales opportunities for retailers.
With PMPs representing three-quarters of sales in the convenience channel, despite only making up 12% of products, the new Pukka Chicken Pie PMP aims to help independent retailers capitalise on the growth in the frozen food market.
“Convenience shoppers are seeking good value – but this isn’t just about the price tag,” said Isaac Fisher, Managing Director at Pukka. “They still expect quality, affordability and full-on flavour in equal measure, which is why we’ve created a format – for independent retailers – which ticks all of these boxes.
“We know that frozen food is hot right now, as it represents a great value option for those looking to cut down costs and reduce food waste. In fact, our full-on flavour frozen innovation has already whet the appetites of millions of new shoppers by challenging perceptions of frozen food. Now it’s time bring that success story to convenience with this latest launch.
“Our new individually-portioned Pukka Chicken Pie PMP can be cooked in the microwave, straight from the freezer, in just four minutes – meaning it’s perfectly placed to cater to busy, on-the-go shoppers seeking a quick-fix, full-on flavour hot dinner which doesn’t even require so much as an oven. It represents a huge opportunity for independent retailers to leverage both the fast-growing popularity of frozen and Pukka’s unrivalled magnetism when it comes to pulling in shoppers.”
