- Pukka kicks off autumn with five full-on flavour launches across chilled pies and savoury pastries.
- Set to disrupt fixtures nationwide, the exciting new range is designed to drive trial and excitement among loyal fans whilst attracting new, younger shoppers to the category.
- NPD spans individual and sharing pies, on-the-go savoury pastries, and the return of its popular limited-edition Festive Pie – all landing in major retailers this season.
Pukka, the nation’s number one pie brand[1], is helping retailers tap into peak seasonal demand for savoury pastry, with its boldest NPD launch period to date.
The five new recipes, which start rolling out this month, are part of Pukka’s ongoing mission to drive excitement into the category, driving penetration and growth, with full-on flavour.
The autumn 2025 line-up includes:
- Hog Roast Slice (RRP £1.95): A new addition to Pukka’s thriving Slices range, which is growing +8.7%[2]. This new recipe adds a seasonal twist to the range and can be enjoyed both hot and cold, making it perfect for family shoppers and younger on-the-go consumers.
- Thai Red Chicken Curry Parcel (RRP £1.50): Building on Pukka’s fast-growing World Flavours range. Designed to recruit younger shoppers seeking global street-food flavours.
- Creamy Pepper Steak Pie (RRP £2.25): Inspired by the success of Chicken, Ham & Leek (already a top six bestseller for Pukka[3]), this gourmet twist on a classic strengthens the brand’s core individual pie line-up.
- The Big One Minced Beef & Onion (RRP £4.00): As one of Pukka’s top 3 bestselling recipes[4], this new sharing pie gives consumers even more of one of their favourites, driving family meal occasions and value growth.
- Festive Pie (RRP £2.25): Returning after delivering a 77% incremental spend to the category last year, bringing in newer and younger shoppers[5], and now with 10p per pie donated to Young Lives vs Cancer charity.
Pukka’s CEO, Isaac Fisher, says: “We’re constantly looking for new ways to innovate and drive excitement within the category, bringing fresh flavours and formats that deliver for consumers and retailers.
“This autumn, we’re catering to loyal fans with unique twists on classic winter warmers, while attracting new customers with fusion flavours and limited-edition launches – and always delivering on our full-on flavour promise. With five new launches, there really is a Pukka for everyone, everywhere, reinforcing our position as the nation’s favourite.”
Pukka’s success shows no signs of slowing. The brand is already worth £80m[6] and growing, helping it on its mission to be the number one across total savoury pastry. With five new launches rolling out this autumn, backed by an ongoing TV campaign, strong investment in PR and fresh social content, demand for Pukka will soar – driving growth for the brand and the category by bringing in new shoppers and giving existing fans even more reasons to buy.
Pukka’s Autumn 2025 Innovation
Pukka Hog Roast Slice, RRP: £1.95, 170g.
Launching in: Morrisons (16th September), Tesco (6th October) and Asda (23rd October).
Pukka’s Hog Roast Slice joins its range of five slices, which have already driven nearly +9% value growth in the savoury pastry category[7].
Succulent pulled pork is paired with chopped apple and Bramley apple sauce, encased in Pukka’s golden, flaky pastry and topped with a crunchy crumb. Eat or heat, this slice is tasty both cold or hot, expanding shopper appeal.
Fisher says: “We expect this ultimate winter warmer to be a real hit, especially around key occasions like Bonfire Night and the run up to Christmas. Not only will it provide our loyal family shoppers with the hearty flavours they love – in handy on-the-go form – it’ll also drive a higher frequency of purchase amongst younger customers, looking for a warming mealtime option that delivers on autumn flavour.”
Pukka Thai Red Chicken Curry Parcel, RRP: £1.50, 130g.
Launching in: Tesco (6th October) and Asda (10th January 2026).
Pukka launched its World Flavours recipes last year to create excitement for savoury pastries amongst younger shoppers, whilst also making global flavours more accessible to loyal fans.
Tender chicken pieces, sweet potato, sweetcorn, aubergine and peppers are delicately marinated in an aromatic fusion of coconut curry sauce and Thai red curry paste, with fragrant lemongrass, ginger, galangal and chilli.
Fisher says: “There’s growing appetite for authentic street food flavours amongst younger shoppers, so it was only right for us to expand our World Flavours range. By bringing years of product development expertise to savoury pastries, retailers are getting a new world of flavour that will stop shoppers in their tracks, and keep them coming back for more.”
Pukka Creamy Pepper Steak Pie, RRP: £2.25, 205g.
Launching in: Morrisons (16th September), Asda (23rd October) and Tesco (10th November).
Pukka has mastered the art of reinventing classic pie fillings with a signature twist — and the runaway success of its Chicken, Ham & Leek pie, now one of its top sellers, is proof of just how powerful this approach can be. The new Creamy Pepper Steak Pie has the same potential.
Inspired by the classic peppercorn sauce, tender pieces of steak are cooked in a decadent creamy steak sauce and finished with a generous sprinkling of cracked black pepper.
Fisher says: “The nation loves our steak pies, so we wanted to give loyal fans and new shoppers a fresh twist with a rich, creamy peppercorn gravy that’s sure to be a hit. For retailers, it’s a great opportunity to drive incremental sales throughout the season.”
Pukka The Big One Minced Beef & Onion, RRP: £4.00, 500g.
Launching in: Asda (23rd October).
The Big One range first launched in 2024, to satisfy consumers who want to enjoy even more of Pukka’s bestselling recipes, including The Big One All Steak and The Big One Chicken & Mushroom. With Minced Beef & Onion being one of Pukka’s top three individual pie recipes[8], it was a natural next step for the brand to extend its sharing portfolio with The Big One Minced Beef & Onion.
A fridge staple for those feeding the family or entertaining friends, this pie contains tasty minced beef and chopped onions in a rich gravy, wrapped in Pukka’s signature 144 layers of golden flaky pastry.
Fisher says: “Following the popularity of The Big One when it launched last year, it was only right for us to offer more of what shoppers are hungry for. We’re going bigger and better by expanding the range with The Big One Minced Beef & Onion, giving even more full-on flavour to households up and down the country this autumn.”
Pukka Festive Pie, RRP: £2.25, 205g.
Launching in: Asda (23rd October), Tesco (10th November) and Morrisons (11th November).
Back by popular demand after delivering 49% incremental shoppers during 2024’s festive season[9], shoppers can, once again, enjoy all their favourite festive trimmings in one full-on flavour pie.
Tender chicken, pork stuffing, sausages, bacon, seasonal veg and sweet cranberries come together in lashings of rich meaty gravy – all tucked up in 144 layers of Pukka’s signature puff pastry.
This year, Pukka will be supporting families facing cancer this Christmas, with 10p from every pie sold donated to Young Lives vs Cancer charity.
Fisher says: “We’re bringing back our Festive Pie due to popular demand – but this time with even more purpose. As well as delivering full-on festive flavour, we’re now helping make a real difference by providing vital support this Christmas.”
[1] Circana GB Chilled & Frozen Pie Value Sales 52wk Data to 03/08/2025
[2] Circana GB Chilled Slices Value Sales 12wk Data to 03/08/2025
[3] Circana GB Chilled Pies Value Sales 52wk 03/08/2025
[4] Circana GB Chilled Pies Value Sales 52wk 03/08/2025
[5] Kantar GB Chilled Value Sales 52wk Data to 13/07/2025
[6] Circana GB Chilled Value Sales 52wk Data to 03/08/2025
[7] Circana GB Chilled Slices Value Sales 12wk Data to 03/08/2025
[8] Circana GB Chilled Pies Value Sales 52wk 03/08/2025
[9] Kantar GB Chilled Value Sales 52wk Data to 13/07/2025
Comments are closed.