• New line up is part of £1.5 million incremental sales opportunity in sharing pies[1]
  • Supported by nationwide marketing campaign 

Pukka, the nation’s favourite Hot Pie brand[2], is giving its popular Just For Two pie range an eye-catching new look and serving-up a tasty new line-up starring new Chicken & Stuffing and Steak & Ale recipes. The full-on flavour duo is aimed at further fueling the demand for key sharing and eating experiences – from pepping up mid-week meals, to serving great tasting pub-style grub at home.

The two new, quintessentially British recipes are being introduced to mirror the widespread popularity of two of the nation’s favourite flavour combinations across meal occasions both in and out of home.

“We wanted to put our distinctively Pukka Just For Two spin on two of the nation’s favourite flavour combos – Chicken & Stuffing and Steak & Ale – to make everyday meal moments that little bit more special,” explains Pukka’s Managing Director, Isaac Fisher. “The result is two recipes which deliver full-on flavour that couples, friends and families will enjoy tucking into together – whether that be for a pie-themed mid-week roast, Friday evening pub-at-home dinner, or simply just because it’s what they fancy.”

Rolling out initially to Sainsbury’s chillers from 14th September, the new look Just For Two line up is part of Pukka’s drive to offer retailers a £1.5M incremental sales opportunity[3] in sharing pies.

As well as being expertly baked with high-quality ingredients and encased in 144 layers of Pukka’s signature golden puff pastry, the new recipes come complete with an exciting packaging makeover, which heroes Just for Two’s taste and quality credentials via mouth-watering foodie cues. The range will also be supported by a brand-new positioning – ‘Just For Two… just because’ – including PR, social and shopper marketing support that will encourage people to enjoy uninterrupted moments together. 

“Just for Two is part of our ongoing journey to transform and build the pie category,” explains Pukka’s Managing Director, Isaac Fisher. “Over the last four years alone, we have added £19.5 million of sales and brought in more than one million new shoppers[4] by growing four times faster than the category at large[5]. Plus, 83% of the new shoppers that we drive to the Savoury Pastry category are incremental[6].

“Just For Two – which we introduced two years ago with hero recipes Steak & Red Wine and Chicken, Ham & Leek – is part of that ongoing journey, helping us to successfully drive further growth among shoppers looking to add Pukka’s great taste and convenience to meals at home. Now is just the perfect time to evolve our sharing range and build on its success with a new line-up of pies in timeless, well-loved recipes that people expect from Pukka, that we know will tantalise the taste buds of both new and existing shoppers.

Pukka’s NEW Just For Two recipes (RRP: £3.50) will be available in fully-recyclable packaging from 14th September in Sainsbury’s, before rolling out into Morrisons, Asda and Tesco throughout the rest of autumn.  

[1] Pukka sharing pies sales projection 12 months ending September 2023

[2] IRI Chilled Pie 52wk Value Brand data to 07.08.22

[3] Pukka sharing pies sales projection 12 months ending September 2023

[4] Kantar World Panel data 52wk to 26.12.21

[5] IRI Chilled Pie 52wk Value Brand data to 07.08.22

[6] Kantar World Panel Chilled Savoury Pastry data 52wk Value to 10.07.22

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