Pukka, The People’s Pie, launches new Just For Two sharing pies with Steak & Red Wine, Chicken, Ham & Leek and Vintage Cheddar & Leek variants
Pukka – the nation’s favourite hot pie brand[1] – is expanding its £42 million[2] range to include Just For Two – a new line-up of recipes designed to tap into sharing occasions.
Hitting shelves from 23rd September, Pukka’s Just For Two range is designed for two people to share and looks to target shoppers seeking something a little more special.
As well as being available in Steak & Red Wine and Chicken, Ham & Leek variants, Pukka is also launching a vegetarian Vintage Cheddar & Leek recipe with a poppyseed and golden breadcrumb topping. All three recipes are encased in 144 layers of Pukka’s signature golden puff pastry.
Rachel Cranston, Head of Marketing at Pukka says: “We’ve found that sharing pies can sometimes cause confusion amongst shoppers around how many people should be tucking in. That’s why we’ve made it clear that these pies are meant for two people to enjoy – through the name of the range, an on-pack ‘New for 2’ flash and novel illustrations to demonstrate ways the pies can be split – whether that be a nice and precise 50:50, or a bigger slice 75:25!
“The offering also uses premium ingredients, unlocking a new sales opportunity amongst those wanting a convenient and tasty sharing dinner option which feels a little more special.
“Finally, we’re excited to be able to use Just For Two to build on our award-winning vegetarian portfolio. Since our single Veggie Cheese, Leek and Potato pie launched last year, it quickly became the best-selling branded NPD in the Hot Pie category – so we’re extremely positive about the sales potential for our Just For Two Vintage Cheddar & Leek pie,” Cranston concludes.
The launch follows hot on the heels of Pukka announcing its new Vegan range of pies – the brand’s first step into the plant-based market. It will be shortly followed by the return of Pukka’s award-winning multichannel campaign – ‘The People’s Pie’ – which will be back in the Autumn across national TV, radio, digital, retail, food service, social and PR.
The Pukka Just For Two range will hit Sainsbury’s shelves from 23rd September, followed by Morrisons on 12th October, for an RRP of £3 and continue to roll-out into supermarkets nationwide throughout the rest of the year.
[1] IRI 52 we 09.08.20
[2] IRI 52 we 09.08.20
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