Nov 29th, 2022
7 mins
Pukka, the nation’s number one in chilled pies[1], is bringing warmth, excitement and full on flavour to frozen fixtures nationwide with a new range of Frozen Bakes & Sausage Rolls.
The new launch marks a significant expansion for the much-loved British brand’s frozen portfolio, as it sets it sights on delivering quality, taste and inspiration to the category – presenting retailers with an unmissable incremental growth opportunity.
In addition to launching a new frozen format for its popular Sausage and Vegan Sausage Rolls, the brand has introduced its first ever frozen Bakes range including recipes inspired by some of its most popular pie products, in the form of Pukka’s Frozen Steak Bake, Frozen Chicken Bake and Frozen Vegan Applewood® & Onion Bake. The range also comprises a brand-new recipe for Pukka – a Frozen Sausage & Bean Bake combining baked beans, Pukka’s signature sausage meat and gooey melted cheese all wrapped up in a golden pastry case.
The range launches hot on the heels of Pukka’s successful expansion into Food To Go last year with its chilled Handheld range. Launched in September 2021, the range already boasts the number one branded slice on the market[2], and has helped Pukka contribute more than half of total savoury pastry growth[3].
“Pukka has been lovingly baking pies for the people of Britain for almost 60 years and – in doing so – has become part of the fabric of the nation,” explains Isaac Fisher, Managing Director at Pukka. “Trusted by the people of Britain to deliver full on flavour, taste and quality, we’re continuing our mission of delivering real food for real people living real lives with our brand-new Frozen Bakes & Sausage Rolls.
“Now a leading force within Savoury Pastry, we’re confident that by disrupting frozen aisles and adding taste inspiration we will achieve similar sales success to that of our Handheld range, driving significant category growth in the process.”
Pukka is already well-versed in launching innovative NPD which delivers on both taste and quality. In fact, Pukka’s Frozen Bakes & Sausage Rolls have been carefully crafted following consumer research which saw the brand outperform the category leader – with over 92% of shoppers saying they’d buy a Pukka Steak Bake[4]. Coupled with the fact that Sausage & Bean, Chicken, and Steak were found to be some of the most sought-after recipes[5] , the range is described by Fisher as set to help retailers “tap into shopper demand and drive incremental sales in the process”.
“Aside from that sought after distinctively-Pukka taste, convenience is also key,” adds Fisher. “Cooking straight from the freezer in under 30 minutes means the range is perfect for a whole host of eating occasions – from midweek meals to work-from-home lunches and even breakfast, with our Sausage & Bean Bake.
“By launching Frozen Bakes & Sausage Rolls inspired by some of our most popular recipes, we will turn negative perceptions of frozen food on its head and drive even more shoppers to the frozen aisle by offering a range which ticks the box when it comes to quality, affordability and full-on flavour.”
The new range come as Pukka posts another phenomenal year of sales, which are up +24%[6], meaning there’s no better time to stock-up to drive sales growth in your freezers.
Pukka’s NEW Frozen Bakes & Sausage Rolls are available in Sainsbury’s, Asda and Tesco stores now, and will continue to roll out more widely nationwide across multiple grocery, convenience and wholesale. Packaging is fully-recyclable.
Range, RRP and Listings:
- Pukka Frozen Steak Bake. RRP: £2.50. Available at: Sainsbury’s, Tesco.
- Pukka Frozen Chicken Bake. RRP: £2.50. Available at: Sainsbury’s, Tesco, Asda.
- Pukka Frozen Sausage & Bean Bake. RRP: £2.50. Available at: Tesco.
- Pukka Frozen Vegan Smoky Cheddar Flavour & Onion Bake. RRP: £2.50. Available at: Asda, Tesco
- Pukka Frozen Pork Sausage Roll. RRP: £2.50. Available at: Tesco.
- Pukka Frozen Vegan Sausage Roll. RRP: £2.50.
[1] IRI GB: Branded Hot Pies 52wk £ Value data to 4th September 2022
[2] IRI Handheld data to 21.10.21
[3] 51%. IRI Chilled + Frozen Savoury Pastry 52wk data to 4th September 2022
[4] VYPR Research March 2022
[5] VYPR Research March 2022
[6] IRI Total Pukka Sales Chilled + Frozen 52wk Value data to 4th September 2022
