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News & Events / Holland’s Launches NEW Micro Pie


Holland’s Launches NEW Micro Pie

Holland’s Pies, Lancashire baker since 1851, is extending its frozen offering with the launch of a brand NEW Micro Pie range this March.

Pairing microwave cooking technology with Holland’s new microwavable shortcrust pastry, the Micro Pies bring an innovative concept to the frozen pie category.

The new Micro Pie, (available in over 400 Tesco stores across the UK from 13 March), can be conveniently microwaved in the packaging straight from the freezer. Using susceptor packaging technology, the pack also crisps up the pastry during the cooking process creating an oven-baked taste in just four minutes, making them an ideal choice for consumers wanting a quick snack at home.

Sure to be a firm favourite with teenagers and students, each flavour-packed filling is encased in Holland’s new golden shorter pastry, a signature recipe developed to create oven an baked taste straight form the microwave.

With a recommended retail price of just £1.50, the Micro Pies will be available in two tasty flavours:

The Chicken, Leek & Bacon Micro Pie includes tasty British & Irish chicken, sliced leeks and smoked bacon, seasoned with pepper, parsley and thyme in a creamy sauce and baked in Holland’s new microwavable shortcrust pastry.  The Steak & Ale Micro Pie includes slow cooked tender prime steak in a light ale gravy, baked in Holland’s microwavable shortcrust pastry.  These new pies are sure to be a firm favourite for those wanting a tasty snack in just a matter of minutes or as an ideal pairing with mash or mushy peas.

Leanne Holcroft, Brand Manager at Holland’s Pies, commented: “The UK frozen pie market is worth over £160m at RSP*, our new micro pie range offers innovation to the pie category, which will increase this market even further.  We’re really excited about this latest new product development within our frozen pastry range.  As convenient as they are delicious, these tasty snacks bring our products to life in a completely new way.  We’ve invested a lot of time in perfecting a pie that offers an even crispier and shorter pastry, an oven-baked taste and Holland’s signature flavour and we’re delighted with the finished product. We look forward to hearing the feedback from shoppers and expanding this new range to even more retailers in the near future.”

For further information about Holland’s Pies, please contact Jack, Emma or Becky at Lucre on 0113 243 1117 or email HollandsPies@Lucre.co.uk