PUKKA PIES BREAKS INTO THE PREMIUM SECTOR AS PART OF ITS CONTINUED INVESTMENT IN THE HOT PIE CATEGORY
Pukka Pies, the chilled pie category leader, today announces it is extending its product portfolio with the launch of a Posher Pukka range. This is the first time that the family-owned brand will have entered into the premium sector.
The move is part of the brand’s £8million investment into the category, which kicked off earlier in the year with its ‘Everything’s Pukka’ campaign. The campaign focused on the good mood feeling created by tucking into a delicious, comforting and heart-warming Pukka Pie in the face of life’s everyday ups and downs.
Deborah Ewan, the new CEO at Pukka Pies, commented, “As the branded leader within the chilled pie category we felt that we were in a strong position to develop an accessible, premium pie offering. Following in-depth research, we noticed a growing number of consumers who were demanding a more indulgent yet affordable pie eating experience, which currently was not being fulfilled by brands on supermarket shelves.
“We are confident that the new Posher Pukka range will meet this demand and will both trade up existing consumers as well as introduce new customers into the category.”
Pukka’s exciting new range of premium pies includes:
Chicken, Leek and Pancetta
This Posher Pukka features delicious chicken breast, sliced leek and pancetta with a creamy mustard sauce and all butter and thyme crust.
The Chicken, Leek and Pancetta pie is already making waves with pie fans, taking a Silver Award at the 2017 British Pie Awards.
Steak & Porter Ale
Alongside the Chicken, Leek and Pancetta pie is the hearty Steak & Porter Ale pie – made with delicious diced beef brisket in a porter ale gravy with quarter moon carrots and a mature cheddar crust.
Highly Commended at the 2017 British Pie Awards, this addition to the Posher Pukka range is sure to get taste buds excited as we head into the Autumn months.
The brand new Posher Pukka range will retail at £2.50, first launching in Co-op on 9th September followed by a wider retail roll out through September and October.
In addition to Posher Pukka, innovation continues with the announcement of Pukka Pies’ first Grocery non-meat pie – widening the appeal of the brand to a whole new audience.
Veggie Tikka Masala with Chickpea & Spinach
By popular demand, Pukka has created its first ever Grocery vegetarian pie, combining the nation’s favourite dishes to create a flavour-packed Veggie Tikka Masala pie. Pukka’s spicy Veggie Tikka Masala pie contains chickpea and spinach and other tasty veg, gently cooked in an aromatic tikka masala sauce. This new product performed very well in taste testing, with over 80% of vegetarians expressing their intent to purchase.
Retailing at £1.69, Pukka’s Veggie Tikka Masala pie first launches in Co-op on 9th September, followed by a wider retail rollout through September and October.
In addition to the launch of Posher Pukka and Veggie Tikka Masala, Pukka Pies have also made some further developments to its core range.
Following consumer research, Pukka is launching its Family Pie offering with a deep fill format and a reduction in cooking time from 50 to 35 minutes.
The full range includes family favourites All Steak, Chicken & Mushroom, Chicken & Gravy and Minced Beef & Onion.
The new family pies range is available from supermarkets nationwide, retailing at £3.35.
New Recipe Chicken & Mushroom pie
October will also see the arrival of Pukka’s new recipe Chicken & Mushroom pie. Our second biggest selling pie now includes chunkier pieces of chicken and has added cream.
The new Chicken & Mushroom pie will launch in October, retailing at £1.69.
The ‘Everything’s Pukka’ campaign continues with Pukka returning to TV screens in October. The brand continues to invest heavily in marketing to drive brand fame, reappraisal and penetration amongst mums in grocery retail. The news follows the successful start of the campaign which resulted in over £3million incremental pie sales in Grocery retail in Spring 2017.