by Pukka Pies Ltd.
Dec 8th, 2022
7 mins

Pukka, the nation’s number one in chilled pies[1], is unveiling a trio of new recipes in a bid to drive further incremental sales for the Savoury Pastry sector – where the brand is already contributing more than half of total growth[2].


With pie consumption at an all-time high[3], Pukka’s demand-driven duo of new pie recipes includes a first-to-market Pepperoni Pizza pie – designed to appeal equally to lovers of pizza and pies – and a classic Northern favourite, Meat & Potato pie.


In addition, a unique Pepperoni Pizza slice will join the brand’s hugely popular chilled handheld savoury pastry range – building on the 70% incremental spend Pukka slices are already driving by tempting new shoppers into the savoury pastry fixture[4].


“This latest wave of innovation is all part of our ambitious plans to ramp up visibility of savoury pastry products across the store, and propel further category growth by only launching NPD that is insights-based, and rooted in a genuine shopper need,” explains Pukka’s Managing Director, Isaac Fisher.


“That’s exactly why each of these new products hit a multitude of different need states – from those wanting to eat handheld products on the go, to families looking for full-meal solutions – because we know that’s the key to creating real cut-through with both new and existing shoppers.”


Expanding on the new additions, Fisher comments: “These recipes are all about delivering the ‘full on flavour’ that people know and love us for, and also having a bit of fun – the Pukka way.


“Our first-to-market Pepperoni Pizza pie blends two of the nation’s best-loved foods – and is a solid example of how we’re continuing to pioneer modern flavour profiles to excite even more new shoppers and drive them to the pie fixture.


“We’ve taken this a step further by creating a slice as well, so that this unmissable ‘pizza-in-pastry’ combination can be enjoyed during lunchtime at home or on-the-go. We’ve already had a hugely positive response from consumer testing, so we can’t wait for retailers to reap the benefits.


“Of course, we’ve also put our distinctively Pukka ‘full on flavour’ spin on a classic pie recipe favourite – Meat & Potato,” continues Fisher. “This flavour duo is a top 10 in the pie category[5] so for us, this long-awaited launch is sure to appeal to our loyal pie fans who like things a little more traditional.


“We have a proven track record when it comes to NPD, which means retailers can have absolute confidence that our latest additions will enable them to drive savoury pastry growth,” concludes Fisher.


The new launches come as Pukka posts another phenomenal year of sales, which are up +24%[6], as the brand contributes more than half of total savoury pastry growth[7]. This means there’s no better time to stock-up on Pukka’s new range to drive sales growth in your store.


Pukka’s NEW Pepperoni Pizza pie (170g, RRP: £1.75) will be available from 14th November in Tesco, before rolling out more widely in the new year. Meanwhile, the Meat & Potato pie (210g, RRP: £1.99) and Pepperoni Pizza slice (170g, RRP: £1.75) have both started to land in Asda stores, and will launch into further retail over the coming months.

[1] IRI GB: Branded Hot Pies 52wk £ Value data to 4th September 2022

[2] 51%. IRI Chilled + Frozen Savoury Pastry 52wk data to 4th September 2022

[3] Pie sales increased +14% during autumn / winter last year. IRI Hot Pies 17wk data to 26th December 2021 vs 17wk to 11th July 2021

[4] Kantar 52wk Gains/Loss Slices+Pasties+Sausage Rolls Value Data to 4th September 2022 (60% incremental)

[5] IRI Flavour Rankings

[6] IRI Total Pukka Sales Chilled + Frozen 52wk Value data to 4th September 2022

[7] 51%. IRI Chilled + Frozen Savoury Pastry 52wk data to 4th September 2022


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