McDougalls Uppercrust, the pastry and piemaker since 1864, is reaping the rewards for its investment in the category and products through the re-launch of the brand over the last 12 months. Coupled with the renewed consumer demand for frozen foods it is seeing fantastic results.
The UK frozen pastry market is worth £127m and the market is up 7% generally. However, the McDougalls Uppercrust ranges of family and individual pies are up 36% annually, and up 113% in the latest twelve week period versus the same period last year.
Frozen pastry has caught up with total frozen and in the last 12 weeks is growing ahead of total frozen with 13% value growth in the latest figures.
Andrea Anderson, Senior Brand Manager for McDougalls Uppercrust, comments: “We’ve been baking pies since 1864 and they continue to be a favourite as they can be part of a great family meal. There’s something satisfying about breaking open the crust to reveal the steamy hot and tasty fillings. Many mums also find that even the fussiest kids will eat vegetables when they’re in a pie and our products are ones of the cheapest sources of high quality meal solutions around.
“Our recent sales uplift is thanks in part to our recent rebrand but also during these tough times consumers are turning to brands they trust more than ever. Customers know our heritage and reputation for attention to detail. Add to that the quality ingredients and the fact they’re quick and simple to bake and it’s easy to see why sales are up.”
McDougalls Uppercrust is always generous with its fillings and because it freezes its pies instantly, there’s no need to use additives or preservatives.
For more information on McDougalls Uppercrust please visit www.northern-foods.co.uk.
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