- Pukka, the nation’s number one pie brand[1] is launching its hottest pie to date, firing up fixtures in time for this year’s summer of football
- The new limited-edition Chicken Vindaloo Pie is set to transform the pie category, bringing a new level of heat and full-on flavour to pie fans and spice lovers, while giving retailers a bold new way to drive standout in the savoury pastry aisle
- The launch will be supported by heavyweight marketing including shopper, digital, social and a big PR campaign launching soon
Pukka, the nation’s number one pie brand[2] is launching a brand-new Chicken Vindaloo Pie in its hottest launch to date. The fiery new limited-edition is set to spice up fixtures and bring a whole new level of heat and full-on flavour to the pie aisle.
Kicking off its launch just in time for a summer of football fever, the new pie joins stadium and sofa favourite Chicken Balti – worth almost £1 million[3] – giving football and curry fans a spicier recipe that’s long been synonymous with England international fixtures. In what can be a typically functional category, Pukka’s new launch is set to disrupt and excite Brits up and down the country.
Bringing the half-time heatwave home, Chicken Vindaloo is Pukka’s first-ever four-chilli rated pie, combining tender pieces of chicken with a fiery, rich Vindaloo sauce, packed with habanero and bird’s eye chilli for a serious kick. Encased in Pukka’s 144 layers of golden, flaky puff pastry, each bite is set to ignite your tastebuds with hot aromatic spice and bold flavour.
With a proven track record of scoring big with successful innovation – including the Pepperoni Pizza Pie, All Day Breakfast Pie and the recent Buffalo Chicken Pie collaboration with Sauce Shop – Pukka’s limited-edition launches have added £1.6 million to the category and brand to date[4].
Isaac Fisher, CEO at Pukka, says: “Pukka and football go hand in hand, so there was no better time to launch this new pie as we head into a huge summer of international football, particularly when England fans relate Vindaloo so closely to the game. For so many fans, a Pukka pie is an important part of the match day, whether they’re in the stands or on the sofa, so we’re excited to bring a bold new flavour to fire up half-time.
“We already know there is huge appetite for Pukka twists on takeaway favourites, with our Chicken Balti Pie a core part of our range. With Chicken Vindaloo, we want to turn up the heat with a recipe people instantly recognise and love – if they can handle it – while staying true to the big, bold taste that Pukka fans expect.
“Launching at such a culturally relevant time, we knew this pie had to bring the heat, and it’s not for the fainthearted. We’re confident this launch will unite younger spice lovers, loyal pie fans and football fanatics, helping retailers drive excitement and incremental growth within the category.”
The launch couldn’t come at a better time as Pukka has scored a robust year of growth last year, despite the challenges of rising costs and pressure on household budgets. Turnover rose to £88.6 million compared to £85.3 million in 2024, down to the sustained loyalty from shoppers across both retail and out of home – the launch of Pukka’s Chicken Vindaloo Pie is only going to boost this success further.
The new Pukka Chicken Vindaloo Pie (205g, RRP: £2.25) will be available in Tesco from 13th April, followed by Morrisons, Sainsbury’s, Asda, Iceland and Ocado over the following weeks. To make the launch Pukka’s hottest yet, it will be supported with marketing activity across PR, digital and shopper.
[1]Nielsen NIQ Chilled Branded Pies data 52wk to 22nd November 2025
[2]Nielsen NIQ Chilled Branded Pies data 52wk to 22nd November 2025
[3] Nielsen NIQ Chilled Branded Pies 52wk to 28th February 2026
[4] Nielsen NIQ Chilled Branded Pies 52wk to 28th February 2026
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