Pukka, the nation’s favourite hot pie brand[1], is boosting its senior team with the appointment of Gill Pendergrast as Head of Retail as the company records a year of exceptional growth.
The announcement comes as Pukka’s retail sales hit £43.6 million with year-on-year growth of +19.6% in value[2]. With the brand now accounting for 19% value share of the wider Hot Pie category – which is worth £260.5 million with growth of +6.6% since last year – Pukka is the clear driving force behind the success of the wider category, growing three times faster than the market[3].
The appointment marks the end of a hugely successful year of growth which has seen the brand invest in its biggest ever cross-channel marketing campaign, The People’s Pie, launch an innovative vegan range and scoop the ultimate trade accolade of Grocer Brand of the Year.
Pendergrast’s role as Head of Retail will focus on developing retail strategies to propel the brand into its next chapter of explosive growth.
Pendergrast, who will be heading up the retail sales team, has a wealth of commercial experience in the food industry. Previously she was UK sales director with the Meatless Farm and prior to that she held roles with Bernard Matthews and 2 Sisters.
“It’s a very exciting time to join Pukka. The business is growing rapidly so it’s essential that we have the right team around us to maximise the opportunity and continue this rapid growth,” said Isaac Fisher, General Manager for Pukka.
“Our vision is to put more pies on more plates more often and we’ll be spearheading further growth in the hot pie category during 2021 with a raft of first to market NPD and best in class marketing initiatives.”
[1] IRI 52 w/e 01.11.20
[2] IRI 52 w/e 01.11.20
[3] IRI 52 w/e 01.11.20
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