Fray Bentos has unveiled a revamp of its iconic tinned pies to provide better value – with improved recipes that contain 33 per cent more meat.
Updated packaging across the range of Steak & Gravy, Just Chicken, and Steak & Kidney will feature a flash highlighting the changes to consumers.
The development was led by the Fray Bentos Group Innovation Chef, Darren Sivewright.
A Masterchef The Professionals semi-finalist, Darren oversaw the meticulous six-month process to increase the quantity of meat while ensuring the iconic taste of the pies remained unchanged.
He explained: “Our primary objective in this process was to provide a better value product for consumers while maintaining the overall flavour profile that has made these pies so popular for so long.
“It was a challenging process but we successfully boosted the meat content without any impact on the taste and consistency of the gravy, which is such a key component to the success of the product, alongside the golden puff pastry, which remains unaltered.
“We’re delighted with the results, which in our opinion makes a great British dish, even greater.”
The six-month development process also saw the vegetarian offering improved – with a third more cheese added to the Cheese & Onion recipe.
Lorraine Rothwell, Marketing Director at Fray Bentos, adds: “Our iconic tinned pies are a firm fixture on the nation’s dinner plates.
“But as we enter more challenging economic times it’s more important than ever to refine our products and their value offering – to exceed expectations for returning customers and entice new ones to the range.
“We’ve achieved this through diligent work in our test kitchen that has seen us boost meat content by a third.”
The new and improved recipe pies are available at all major retailers with an RRP of £2. The meat varieties are in store now while the improved Cheese & Onion pie will follow in November.
The relaunch comes as Fray embarks on a new marketing drive – to celebrate that their tinned pies provide the convenience and comfort of a classic pub meal straight from the cupboard.
Activity includes the Fray Bentos Home Pub of The Year Competition. This nationwide hunt aims to drive digital engagement. Entries can be made via the Fray Bentos Facebook or Instagram using the hashtag #FrayBentosHomePub.