Holland’s Pies, Lancashire baker since 1851, has revealed a brand new look and feel as it embarks on an exciting year of innovation and growth.

The new and improved branding will be rolled out across UK stores over the coming months and will feature on the packaging of Holland’s wide range of chilled, frozen and food to go, pies, puddings and pastries. Part of a dedicated programme designed to drive category growth, this investment in the brand’s appearance sits alongside a number of new product launches which includes expansions to the popular GUINNESS®, sausage roll and slice ranges.

Developed from consumer research and industry insight, the new packaging combines innovative materials and fresh designs with nostalgic touches that highlight Holland’s Pies’ rich Lancashire heritage. Providing greater on-shelf presence, and showcasing the many product benefits Holland’s offers, the designs will bring new consumers to Holland’s Pies’ loyal, and ever-growing, fan-base.

One of the most notable branding updates is the return of the Holland’s gold logo which was once hand painted in gold leaf on the side of its delivery vans. Paired with historic photography from the Holland’s archive, introducing the Holland’s heritage story and more of Holland’s Pies’ signature green, the gold logo also promotes the warmth and quality offered by the brand.

The company’s deep rooted connection to Lancashire is also celebrated through the new tagline, A PROPER LANCASHIRE BAKER.

Alongside heritage, the products’ cooking versatility and provenance is also highlighted in a series of user-friendly, impactful flashes. Attributes accentuated include the British and Irish provenance of Holland’s ingredients, with a larger origin label, and clearer cooking instructions that communicate the choice and speed customers can enjoy.

Leanne Holcroft, Brand Manager at Holland’s Pies, commented: “We have a great year ahead of us, driven by ambitious growth plans and filled with some of our most exciting product launches to date. We’ve invested heavily in the innovation and expansion of our product range and it was vital that this was reflected in our branding without losing any of the history we share with our loyal following. We’re extremely proud to be the North’s favourite pie brand and, with the new branding in place, we’re perfectly positioned to build this success throughout our heartland and beyond.”


Email: trade@hollandspies.co.uk

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