PORK FARMS RELAUNCHES LIMITED-EDITION RANGE WITH TWO FLAVOURS

This month, the UK’s favourite pork pie brand[1], Pork Farms, has announced it is relaunching its popular ‘Limited Edition’ range with two variants – Thai Style Pork with Coconut and Lemongrass, and Smoky Bacon with Parsnip & Maple Syrup. The flavours come as a result of the brand’s 2016 social media competition ‘Your Pie, Your Way’.

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Set to shake up the pork pie category, the offerings feature bold, eye-catching packaging, designed to appeal to the 25% of consumers who view pork pies as too traditional[2] and are seeking more experimental flavours. The limited-edition Pork Pies are available in a 140g pack format, and feature bold colourways to provide a strong stand-out on-shelf amongst a traditionally beige-coloured food aisle.

 

Pork Farms has also announced support for the brand for 2018 with a widescale marketing campaign; comprising print, broadcast and outdoor advertising, instore support and an on-pack promotion, starting in May, with the chance for consumers to win a variety of prizes ranging from National Trust membership to family days out.

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Michael Holton, Brand Manager at Pork Farms, says: “At Pork Farms, we understand that innovation is key for expanding our market share, and with a quarter of consumers viewing Pork Pies as too traditional to eat, our unique flavours will help entice new customers, as well as appeal to those who already enjoy our traditional offerings. After the success of last year’s trial of Thai Style Pork with coconut and Lemongrass, and Smoky Bacon with Parsnip & Maple Syrup, we’re confident that these flavours will attract new and old fans alike. What’s more, we’re really excited to announce a widescale marketing support campaign for the Pork Farms brand in 2018.”

 

 

 

[1] Kantar Worldpanel 52 w/e 10/09/17

[2] Independent Usage & Attitudes Research, commissioned by Addo Food Group: 2016

Author: kimbarnard

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