Leading sausage roll brand Wall’s has launched Deep Dish Pizza Pies, a new format that aims to attract younger consumers and families to the Chilled Savoury Pastry category.
The new range is a hybrid of a pie and a deep-dish pizza, and is available in two recipes, Three Cheese and Pepperoni (RRP £2 – 150g). Both will be rolling out in Asda this week and across the convenience channel.
The launch follows a period of strong growth for Wall’s, which has doubled in size over the past two and a half years to become a £59m, driven by a series of NPD aimed at attracting younger consumers and tapping into new meal occasions. Its latest fusion has been designed to offer younger shoppers and families new ways to enjoy hot pies in a category traditionally dominated by classic ingredients like steak and chicken, which is typically bought by older consumers.
Jason Manley, Brand Director at The Compleat Food Group, home of Wall’s, said: “The typical Chilled Savoury Pastry shopper is older, so the category must become more relevant for younger consumers if it’s going to continue to grow.
“Wall’s is uniquely positioned to meet this challenge as a leading brand in Chilled Savoury Pastry, with a strong brand presence and resonance amongst younger shoppers. That’s why we’re innovating within the more traditional categories, such as hot pies and introducing greater variety with our Deep Dish Pizza Pies.
“The Wall’s Deep Dish Pizza Pie is ideal for satisfying hungry kids after school, as well as working well as an after-work snack or part of a larger dinner. Launching with two popular pizza toppings, we are confident they will be a hit, and we look forward to introducing more recipes in the new year.”
