• Nation’s favourite hot pie brand[1] unveils new Steak & Ale recipe ahead of British Pie Week
  • New recipe uses Marston’s award-winning Pedigree to create a rich ale flavour in the gravy

Pukka, the nation’s favourite hot pie brand, is partnering with Marston’s to unveil a new Steak & Ale recipe ahead of British Pie Week (2nd – 8th March 2020).

Rolling out in March across its chilled single portfolio, Pukka’s new Steak & Ale recipe uses Marston’s award-winning Pedigree amber ale to create “a rich ale flavour in the gravy”, with the same high-quality chunks of beef steak encased in Pukka’s signature golden puff pastry.

The change will be highlighted with purple pie foil to add to Pukka’s renowned range of foils and a purple accent front of pack on Pukka’s new recyclable packaging, explains Pukka’s Head of Marketing, Rachel Cranston.

“The Hot Pie category is worth £244 million across total retail outlets and Pukka accounts for £36 million of these sales, with the brand growing by +14% value and enjoying 98% aided awareness[2],” adds Cranston.

“Our new recipe and collaboration with Marston’s is part of an ongoing investment to confirm Pukka’s position as the runaway number one brand in and out of home.

“We’ve been making and baking pies in Leicestershire for over 55 years and we continuously innovate to give the people of Britain what they want. Partnering with another great British brand is a great fit for Pukka, and we’re confident that shoppers will enjoy tucking into this tasty version of one of the nation’s favourite flavour pies[3] whether they’re at home, in the pub or at the chippy.”

The partnership will be supported with cross-category link-ups in-store and follows an exciting year for both Pukka and Marston’s Pedigree.

As well as its sales success, Pukka has won plaudits for its innovative new product pipeline, including scooping a prestigious Grocer New Products Award for its Vegetarian Cheese, Leek & Potato pie. Marston’s has also enjoyed a host of successes, including receiving bronze at the 2019 World Beer Awards for Pedigree.

Pat McGinty, Head Brewer for Marston’s Brewery adds: “Marston’s is recognised for a quality drinking experience and we’re proud to be the only brewer in the world that still ferments its ale in the traditional Burton Union System using oak barrels. Pedigree is one of our flagship ales and its biscuity malt, spicy hops and light fruity taste complements the beef and puff pastry, creating the perfect pie for an everyday meal.”

The new Steak & Ale recipe follows hot on the heels of changes to Pukka’s All Steak pie – now made and baked with 100 per cent beef brisket – and Minced Beef & Onion, now filled with more onions and a darker, richer gravy. Coinciding with the recipe changes is the second wave of Pukka’s biggest ever award-winning multichannel campaign – The People’s Pie – which will run until 7th March 2020 across national TV, digital, retail, food service, social and PR to put more pies on plates.

Pukka’s new Steak & Ale pie, (RRP: £1.89 / 210g) will roll into Asda and Ocado throughout March 2020.

[1] All figures IRI 52 w/e 06/10/2019 unless otherwise stated

[2] Kantar Millward Brown 27/01/2020

[3] Pukka commissioned research 2019

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