Nov 14th, 2016
5 mins

Holland’s Launches New Innovative Micro 2 Go® Slice Range

Holland’s Pies, Lancashire baker since 1851, has introduced a revolutionary new product to its top-selling pastry range, Micro 2 Go® slices.

Pairing microwave cooking technology with Holland’s unique shortcrust pastry for the very first time, the Micro2Go® slices bring a completely new innovative concept to supermarkets, forecourts and convenience retailers.  Answering demand in the market for a microwavable on the go pastry proposition, this new range of slices will not only bring new consumers to Holland’s and the pastry category but will enable the brand’s already loyal following to enjoy their favourite pastry and flavour profiles in a new and convenient way.

The new Micro 2 Go® slices from the North’s favourite baker can be microwaved in the packaging and delivers oven baked taste in less than 2 minutes.  Using the latest packaging technology, and featuring a handy tear strip makes them an ideal choice for those on the go or wanting a quick snack.  Delivering 165 years of baking experience, the slices offer the perfect oven-baked taste straight from the microwave.

With a recommended retail price of £1.79, the slices are available in selected ASDA, Tesco, Coop and Morrisons stores across the North West in four delicious varieties:

  • Cheese & Onion Slice
  • Steak & GUINNESS® Slice
  • Peppered Steak Slice
  • Chicken Balti Slice

Sure to be a firm favourite with teenagers, students and workers on the go, each flavour-packed filling is encased with Holland’s unique golden shortcrust pastry, a signature recipe used across the 1.2 million pies the baker produces every week.

Bill Smith-Coats, Sales and Marketing Director at Holland’s Pies, commented: “The UK slice market is worth £192m at RSP*, our new Micro 2 Go® range offers a truly innovative proposition to the slice category, which will increase this market even further. As convenient as they are delicious, these tasty snacks bring our products to life in a completely new way.  The technology we’ve used has never before been paired with Holland’s pastry and we’re really pleased with the results to ensure our new Micro 2 Go® range meets customer expectations whilst revolutionising the way in which they can enjoy the Holland’s signature taste.  We’re delighted with the finished product and we hope that North West shoppers will be too.”

Retailers interested in stocking any of the Holland’s Pies ranges can call 01706 213591 or visit for further information.

*Source Kantar October 2016


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